INFLUENCING FACTORS IN ATTITUDES TOWARDS HOMOGENEOUS BRAND EXTENSION THE CASE OF: SHIRIN ASAL COMPANY

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ADIBPOUR MOHAMMADREZA; FERDOSI SHAHRAM; MOSHABAKI ASGHAR

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Journal: New Marketing Research Journal Year:2018 | Volume:8 | Issue:1 (28) Page(s): 21-34

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Title

INFLUENCING FACTORS IN ATTITUDES TOWARDS HOMOGENEOUS BRAND EXTENSION THE CASE OF: SHIRIN ASAL COMPANY

Author(s)

ADIBPOUR MOHAMMADREZA | FERDOSI SHAHRAM | MOSHABAKI ASGHAR | Issue Writer Certificate

Keywords

PARENT BRANDQ1

BRAND EXTENSIONQ2

EFFECTIVE FACTORS ON BRAND DEVELOPMENTQ1

Abstract

Growing competetion in global markets has forced companies to differentiate themselves from competitors in order to take advantage of opportunities and benefits. For this, the study of BRAND EXTENSION has gained importance in recent years. The aim of this empirical study is to examine effective factors in the attitudes towards homogeneous brand development on mother brand attitudes using a fully integrated and constructed model based on theoretical literature in this field. The statistical population of the research is the customers of Shirin Asal private stores in Tehran, and a questionnaire was used to collect the data. According to the relevant formula, the samples size was 384 customers. After collecting the data, the hypotheses were analyzed by Pearson and SEM, Amos 23. The results showed that brand trust, brand awareness, brand image, brand loyalty, perceived relevance, brand experience and brand satisfaction have positive effects on the attitudes towards homogeneous brand development. Also, attitudes towards homogeneous brand development positively affects the attitudes on the main (parent) brand. Based on these results we made several suggestions.

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APA: Copy

ADIBPOUR, MOHAMMADREZA, FERDOSI, SHAHRAM, & MOSHABAKI, ASGHAR. (2018). INFLUENCING FACTORS IN ATTITUDES TOWARDS HOMOGENEOUS BRAND EXTENSION THE CASE OF: SHIRIN ASAL COMPANY. NEW MARKETING RESEARCH JOURNAL, 8(1 (28) ), 21-34. SID. https://sid.ir/paper/194572/en

Vancouver: Copy

ADIBPOUR MOHAMMADREZA, FERDOSI SHAHRAM, MOSHABAKI ASGHAR. INFLUENCING FACTORS IN ATTITUDES TOWARDS HOMOGENEOUS BRAND EXTENSION THE CASE OF: SHIRIN ASAL COMPANY. NEW MARKETING RESEARCH JOURNAL[Internet]. 2018;8(1 (28) ):21-34. Available from: https://sid.ir/paper/194572/en

IEEE: Copy

MOHAMMADREZA ADIBPOUR, SHAHRAM FERDOSI, and ASGHAR MOSHABAKI, “INFLUENCING FACTORS IN ATTITUDES TOWARDS HOMOGENEOUS BRAND EXTENSION THE CASE OF: SHIRIN ASAL COMPANY,” NEW MARKETING RESEARCH JOURNAL, vol. 8, no. 1 (28) , pp. 21–34, 2018, [Online]. Available: https://sid.ir/paper/194572/en

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