000			01350nab a22001217a 4500
008			160615b2015 xxu||||| |||| 00| 0 eng d
100			_aKaur, Harleen
245			_aModelling consumer evaluation of brand extensions _cempirical evidence from India / Kaur, Harleen.
260			_c2015
300			_a37 - 48
520			_aIncreasing 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			_aVision:The Journal of Business Perspective _dMar
999			_c43722 _d43722