Modelling consumer evaluation of brand extensions (Record no. 43722)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01350nab a22001217a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160615b2015 xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Kaur, Harleen |
| 245 ## - TITLE STATEMENT | |
| Title | Modelling consumer evaluation of brand extensions |
| Statement of responsibility, etc. | empirical evidence from India / Kaur, Harleen. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 2015 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 37 - 48 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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 |
| 773 ## - HOST ITEM ENTRY | |
| Main entry heading | Vision:The Journal of Business Perspective |
| Place, publisher, and date of publication | Mar |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Serial Enumeration / chronology | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Ahmedabad (HO) | Ahmedabad (HO) | 21/06/2016 | Vol. 19, Issue. 1 | 020192 | 21/06/2016 | 21/06/2016 | Articles |