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Impact Of Parent Brand On Brand Extension: A Case Of Fmcg Brands In Pakistan

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  • Zafarullah Chandio

    (nstitute of Business & Technology, Karachi)

  • Sarah Zafar

    (Institute of Business & Technology, Karachi)

Abstract

Purpose The aim of this research is to find out the impact of existing brand on extension by using three different parent brand and their extensions of FMCG industry.This study will investigate that what are some of the factors of the parent brand which can play a role of driver for the brand extension.Methodology/Sampling Primary data was collected from respondents at various locations of Karachi.Questionnaire was administered in 100 randomly selected samples sampling frame was respondents & students from different locations of Karachi.Already established scales were used for measuring selected variables.Data was analyzed through correlation & regression.Findings Results explains that awareness, loyalty, image and quality are positively significant in the case of lifebuoy brand whereas personality has the negative significant impact for the customer evaluation of brand extension.It showed that if the product is aligned with the consumer personality.Practical Implications This research is useful for the marketing sales managers of the organizations in aligning their products with the personality of consumers.

Suggested Citation

  • Zafarullah Chandio & Sarah Zafar, 2014. "Impact Of Parent Brand On Brand Extension: A Case Of Fmcg Brands In Pakistan," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 10(2), pages 175-187.
    • Handle: RePEc:aib:ibtjbs:v:10:y:2014:i:2:p:175-187
    DOI: https://doi.org/10.46745/ilma.ibtjbs.2014.102.14
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    References listed on IDEAS

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    1. Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
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