Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior

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DARZIAN AZIZI ABDOLHADI; Zarepour Zeinab

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Journal: business managment perspective Year:2015 | Volume:14 | Issue:1 (21) Page(s): 159-174

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Information Journal Paper

Title

Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior

Author(s)

DARZIAN AZIZI ABDOLHADI | Zarepour Zeinab | Issue Writer Certificate

Keywords

Brand ExtensionQ2

Attitude Towards Brand ExtensionQ2

Brand Image FitQ1

Advertising and Consumer's BehaviorQ2

Abstract

Product extending is one of the marketing strategies considered by managers to respond the changes of customers’ needs, demands, and preferences in the market. One of the main concerns of managers in this field is a Brand Extension of the new product. This research has been implemented to investigate the effective factors on Brand Extension attitude and Brand Extension effect as well as advertising on consumer behavior. In this research, first, the effective factors on Brand Extension attitude, and then the effect of Brand Extension attitude on the final brand image and purchase intention have been investigated. Also, the effect of advertising as the modifying variable on the relationship between Brand Extension attitude and final brand image has been investigated which has not been investigated in former research. Data collection was implemented through two pre-tests using a questionnaire. Data analysis related to 497 students of Shahid Chamran University of Ahvaz was applied through structural equations and LISREL software. Results showed that brand image appropriateness was the most effective factor on Brand Extension attitude. Also, brand-based advertising had a stronger effect on Brand Extension attitude compared to product-based advertising.

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APA: Copy

DARZIAN AZIZI, ABDOLHADI, & Zarepour, Zeinab. (2015). Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), 14(1 (21) ), 159-174. SID. https://sid.ir/paper/115580/en

Vancouver: Copy

DARZIAN AZIZI ABDOLHADI, Zarepour Zeinab. Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior. JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)[Internet]. 2015;14(1 (21) ):159-174. Available from: https://sid.ir/paper/115580/en

IEEE: Copy

ABDOLHADI DARZIAN AZIZI, and Zeinab Zarepour, “Effective Factors on the Attitudes towards the Extension and the Effect of Advertising on Consumer's Behavior,” JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE), vol. 14, no. 1 (21) , pp. 159–174, 2015, [Online]. Available: https://sid.ir/paper/115580/en

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