IDEAS home Printed from https://ideas.repec.org/a/igg/jabim0/v11y2020i4p71-84.html
   My bibliography  Save this article

Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan

Author

Listed:
  • Malik Shahzad Shabbir

    (University of Lahore, Pakistan)

Abstract

Brand extension is an important cost-effective marketing method to offer new products. However, ordinary Least Square regression with control variables has been applied for estimation of variable coefficients. In the study, consumer evaluation of brand extension in Pakistan is dependent on quality of the original brand, substitutability of the extension with the original brand in certain usage situation and helpfulness of people, facilities and skills used in developing, refining and making the original brand for constructing its extension. Furthermore, other independent variables including complementarity, difficulty and moderating the role of quality of the original brand with fit attributes has been found irrelevant for determining consumer evaluation of brand extension in Pakistan. The author has found an expected significant outcome on the ideal point effect of substitutability at 15%.

Suggested Citation

  • Malik Shahzad Shabbir, 2020. "Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 11(4), pages 71-84, October.
    • Handle: RePEc:igg:jabim0:v:11:y:2020:i:4:p:71-84
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJABIM.2020100106
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Mathupayas Thongmak, 2023. "Thai Commercial Banks on Twitter: Mining Intents, Communication Strategies, and Customer Engagement," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 14(1), pages 1-27, January.
    2. Khunsa Hayat & Kamran Yaqub & Muhammad Ali Aslam & Malik Shahzad Shabbir, 2022. "Impact of Societal and Economic Development on Academic Performance: A Literature Review," iRASD Journal of Economics, International Research Alliance for Sustainable Development (iRASD), vol. 4(1), pages 98-106, March.
    3. Salma Nawaz & Malik Shahzad Shabbir & Kanwal Shaheen & Mouna Koser, 2021. "The Role of Human Rights and Obligations toward Cross Gender Empowerment under the domain of Islamic Laws," iRASD Journal of Management, International Research Alliance for Sustainable Development (iRASD), vol. 3(3), pages 208-217, December.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jabim0:v:11:y:2020:i:4:p:71-84. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.