MODELING THE FACTORS INFLUENCING SUCCESSFUL BRAND EXTENSIONSTRATEGY IN FMCG THROUGH QUALITATIVE APPROACH ANDGROUNDED THEORY

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SALEH ARDESTANI ABBAS; PARSA SAMANEH; GHASEMI BEHROOZ

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Journal: JOURNAL OF BRAND MANAGEMENT Year:2016 | Volume:4 | Issue:7 Page(s): 119-148

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Title

MODELING THE FACTORS INFLUENCING SUCCESSFUL BRAND EXTENSIONSTRATEGY IN FMCG THROUGH QUALITATIVE APPROACH ANDGROUNDED THEORY

Author(s)

SALEH ARDESTANI ABBAS | PARSA SAMANEH | GHASEMI BEHROOZ | Issue Writer Certificate

Keywords

BRAND EXTENSION

FMCG

IN-DEPTH INTERVIEW

GROUNDED THEORY

Abstract

Because of the cost of introducing new products, and increased competition, manycompanies try to reduce their risk by using existing brand names, a strategy that calledBRAND EXTENSION. While there are successful stories in applying BRAND EXTENSION strategy, the results are mixed. So, this study is to identify factors that affect the success of thestrategy, especially in FMCG market in Iran and help companies targeting this methodfor launching their new products. The statistical population of the study is FMCG companies, which operate in TehranProvince. While using qualitative approach and GROUNDED THEORY, the study uses anon-probability sampling and gathered data through IN-DEPTH INTERVIEWs with22 brandmanagers and owners in the industry. And after implementing coding process, eightfactors, (Quality; Attitude toward brand; Consumer`s characteristics; Availability; Marketingefforts; Parent brand`s category features; Parent brand`s features; and Fit) wereidentified as effective variables in introducing this method in Iran’ s market influences theacceptance of BRAND EXTENSIONs in FMCG in Iran’ s market.

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APA: Copy

SALEH ARDESTANI, ABBAS, PARSA, SAMANEH, & GHASEMI, BEHROOZ. (2016). MODELING THE FACTORS INFLUENCING SUCCESSFUL BRAND EXTENSIONSTRATEGY IN FMCG THROUGH QUALITATIVE APPROACH ANDGROUNDED THEORY. JOURNAL OF BRAND MANAGEMENT, 4(7 ), 119-148. SID. https://sid.ir/paper/267536/en

Vancouver: Copy

SALEH ARDESTANI ABBAS, PARSA SAMANEH, GHASEMI BEHROOZ. MODELING THE FACTORS INFLUENCING SUCCESSFUL BRAND EXTENSIONSTRATEGY IN FMCG THROUGH QUALITATIVE APPROACH ANDGROUNDED THEORY. JOURNAL OF BRAND MANAGEMENT[Internet]. 2016;4(7 ):119-148. Available from: https://sid.ir/paper/267536/en

IEEE: Copy

ABBAS SALEH ARDESTANI, SAMANEH PARSA, and BEHROOZ GHASEMI, “MODELING THE FACTORS INFLUENCING SUCCESSFUL BRAND EXTENSIONSTRATEGY IN FMCG THROUGH QUALITATIVE APPROACH ANDGROUNDED THEORY,” JOURNAL OF BRAND MANAGEMENT, vol. 4, no. 7 , pp. 119–148, 2016, [Online]. Available: https://sid.ir/paper/267536/en

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