INVESTIGATION OF THE RELATIONSHIP BETWEEN THE CONSUMER’S INNOVATIVENESS, BRAND KNOWLEDGE, BRAND TRUST AND ACCEPTANCE OF CORE BRAND EXTENSION

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JABARI YASER; QARECHEH MANIJE; AZIZI SHAHRIYAR

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Journal: JOURNAL OF BUSINESS ADMINISTRATION RESEARCH Year:2010 | Volume:1 | Issue:2 Page(s): 26-45

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Title

INVESTIGATION OF THE RELATIONSHIP BETWEEN THE CONSUMER’S INNOVATIVENESS, BRAND KNOWLEDGE, BRAND TRUST AND ACCEPTANCE OF CORE BRAND EXTENSION

Author(s)

JABARI YASER | QARECHEH MANIJE | AZIZI SHAHRIYAR | Issue Writer Certificate

Keywords

INNOVATIVENESSQ2

BRAND EXTENSIONQ3

HORIZONTAL EXTENSIONQ3

VERTICAL EXTENSIONQ3

BRAND TRUSTQ3

PRODUCT KNOWLEDGEQ2

Abstract

Today, the creation, preservation and extension of brand is one of the most important issues of consideration in any business. The present study investigates the relationship between the consumer’s INNOVATIVENESS and the acceptance of BRAND EXTENSION (horizontal and vertical) and also the moderating effect of two variables (product knowledge and parent BRAND TRUST) on this relationship. The statistical population of this research includes the consumers of Ramak Dairy Co. products in Shiraz. Using appropriate statistical methods, 385 individuals were chosen as the sample. The presented model and the related hypotheses were tested by subgroup method. The results demonstrate that the INNOVATIVENESS of consumers has a positive effect on the acceptance of horizontal and vertical BRAND EXTENSION. From the two investigated moderator variables, the moderating effect of PRODUCT KNOWLEDGE was not supported and based on the findings it became manifest that parent BRAND TRUST has a moderating effect on the relationship between the consumer’s INNOVATIVENESS and the acceptance of BRAND EXTENSION.

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APA: Copy

JABARI, YASER, QARECHEH, MANIJE, & AZIZI, SHAHRIYAR. (2010). INVESTIGATION OF THE RELATIONSHIP BETWEEN THE CONSUMER’S INNOVATIVENESS, BRAND KNOWLEDGE, BRAND TRUST AND ACCEPTANCE OF CORE BRAND EXTENSION. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, 1(2), 26-45. SID. https://sid.ir/paper/358162/en

Vancouver: Copy

JABARI YASER, QARECHEH MANIJE, AZIZI SHAHRIYAR. INVESTIGATION OF THE RELATIONSHIP BETWEEN THE CONSUMER’S INNOVATIVENESS, BRAND KNOWLEDGE, BRAND TRUST AND ACCEPTANCE OF CORE BRAND EXTENSION. JOURNAL OF BUSINESS ADMINISTRATION RESEARCH[Internet]. 2010;1(2):26-45. Available from: https://sid.ir/paper/358162/en

IEEE: Copy

YASER JABARI, MANIJE QARECHEH, and SHAHRIYAR AZIZI, “INVESTIGATION OF THE RELATIONSHIP BETWEEN THE CONSUMER’S INNOVATIVENESS, BRAND KNOWLEDGE, BRAND TRUST AND ACCEPTANCE OF CORE BRAND EXTENSION,” JOURNAL OF BUSINESS ADMINISTRATION RESEARCH, vol. 1, no. 2, pp. 26–45, 2010, [Online]. Available: https://sid.ir/paper/358162/en

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