Kaur, Harleen
Modelling consumer evaluation of brand extensions empirical evidence from India / Kaur, Harleen. - 2015 - 37 - 48
Increasing costs involved in building new brands motivate marketers to adopt an alternate route for new product introductions in the form of brand extensions. While extensive research exists for understanding the intricacies of brand extensions in the Western context, there is limited understanding about its utility in the context of developing countries such as India. This study aims to identify factors contributing to the success of brand extension of Consumer Packaged Goods (CPGs) in India. Primary data collection was performed with 837 participants constituting management students of a renowned university in India. Hierarchical regression is applied to model the variables considered as major determinants for brand extension evaluation. This study is first of its kind in India explaining the inter-relationships among these variables with the help of residual centring technique for creating interaction terms leading to a better understanding of consumers
Modelling consumer evaluation of brand extensions empirical evidence from India / Kaur, Harleen. - 2015 - 37 - 48
Increasing costs involved in building new brands motivate marketers to adopt an alternate route for new product introductions in the form of brand extensions. While extensive research exists for understanding the intricacies of brand extensions in the Western context, there is limited understanding about its utility in the context of developing countries such as India. This study aims to identify factors contributing to the success of brand extension of Consumer Packaged Goods (CPGs) in India. Primary data collection was performed with 837 participants constituting management students of a renowned university in India. Hierarchical regression is applied to model the variables considered as major determinants for brand extension evaluation. This study is first of its kind in India explaining the inter-relationships among these variables with the help of residual centring technique for creating interaction terms leading to a better understanding of consumers