BRAND EXTENSION FEEDBACK: THE ROLE OF ADVERTISING (CASE STUDY: TABARROK COMPANY PRODUCTS)

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EBRAHIMI H.; BAGHERI GALEHSALIMI M.

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

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Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2015 | Volume:10 | Issue:26 Page(s): 93-114

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Title

BRAND EXTENSION FEEDBACK: THE ROLE OF ADVERTISING (CASE STUDY: TABARROK COMPANY PRODUCTS)

Author(s)

EBRAHIMI H. | BAGHERI GALEHSALIMI M. | Issue Writer Certificate

Keywords

BRAND EXTENSIONSQ2

BRAND IMAGEQ2

BRAND EQUITYQ2

ADVERTISINGQ2

TABARROK COMPANY POPULATIONQ2

Abstract

Brand extension may pave the ground for entering new areas of market through producing and offering different products under existing brand and thereby decrease risks of perceived image of new product. The purpose of this study is to investigate the customers’ evaluation from familiar brand extension and the role of commercial advertisements in its success. The present study is a practical research from purpose view and is a descriptive-survey one from methodological perspective. The statistical population of this study includes consumers of Tabarrok Company in the city of Isfahan. A sample of 384 consumers has been selected from this population through random sampling method. In order to collect the research data, a standardized questionnaire has been used. The validity of the questionnaire has been examined and confirmed through confirmatory factor analysis and its reliability has been measured through Cronbachs’ Alpha Coefficient. The coefficient was 0.88 for our questionnaire by which reliability of the questionnaire has been confirmed. The hypotheses have been tested through both descriptive statistics (including frequencies, percentages, cumulative percentages, and standard deviation) and inferential statistics (including T-test, analysis of variance, Colmogorv- Smirinov, and Freedman test) in the SPSS and AMOS. The results of this study revealed that the firth, second, and third hypotheses (the effect of BRAND IMAGE and loyalty on the brand extension and the effect of brand extension on the brand loyalty) were rejected and other five hypotheses (the effect of BRAND IMAGE on the brand loyalty, the effect of brand awareness on the BRAND IMAGE and brand expansion, the effect of commercial advertisements on the BRAND IMAGE and brand loyalty) were supported. Another part of the results of this study indicated that the path coefficient of the first hypothesis (the effect of BRAND IMAGE on the brand loyalty) was 0.596. The coefficient was more than other coefficients. On the other hand, the path coefficient of the eighth hypothesis (the effect of brand loyalty on the brand expansion) was -0.624 which is less than other coefficients.

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APA: Copy

EBRAHIMI, H., & BAGHERI GALEHSALIMI, M.. (2015). BRAND EXTENSION FEEDBACK: THE ROLE OF ADVERTISING (CASE STUDY: TABARROK COMPANY PRODUCTS). JOURNAL OF MARKETING MANAGEMENT, 10(26), 93-114. SID. https://sid.ir/paper/218810/en

Vancouver: Copy

EBRAHIMI H., BAGHERI GALEHSALIMI M.. BRAND EXTENSION FEEDBACK: THE ROLE OF ADVERTISING (CASE STUDY: TABARROK COMPANY PRODUCTS). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2015;10(26):93-114. Available from: https://sid.ir/paper/218810/en

IEEE: Copy

H. EBRAHIMI, and M. BAGHERI GALEHSALIMI, “BRAND EXTENSION FEEDBACK: THE ROLE OF ADVERTISING (CASE STUDY: TABARROK COMPANY PRODUCTS),” JOURNAL OF MARKETING MANAGEMENT, vol. 10, no. 26, pp. 93–114, 2015, [Online]. Available: https://sid.ir/paper/218810/en

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