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An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry

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  • Richa Joshi
  • Rajan Yadav

Abstract

Brand extension as a strategy is used by corporates for increasing profits. It is an approach for new product development. Brand extensions have already been studied in the past few years, however, till now extensions have not been evaluated with the help of structural equation modeling (SEM) and neural networks (NNs) integrated approach. The NNs help to analyze nonlinear influence in data without prior knowledge of such influences. The SEM helps to validate framework proposed in the study and the significant variables gathered through SEM are used as an input for NNs. The major advantage of such kind of hybrid technique is to understand the causal relationships in the variables, followed by the prediction of factors which influence brand extension. The study is based on the recent brand extension done by brand Frooti in the form of Frooti Fizz (an aerated fruit drink). It is a cross-sectional study with the sample size of 281 respondents from Delhi/NCR region. The results of the study are useful for a comprehensive understanding of factors affecting brand extension and also to identify the relative importance of each of them through the use of NN Technique.

Suggested Citation

  • Richa Joshi & Rajan Yadav, 2018. "An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry," Business Perspectives and Research, , vol. 6(2), pages 113-128, July.
    • Handle: RePEc:sae:busper:v:6:y:2018:i:2:p:113-128
    DOI: 10.1177/2278533718764502
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    References listed on IDEAS

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    1. Harleen Kaur & Ajay Pandit, 2015. "Modelling Consumer Evaluation of Brand Extensions: Empirical Evidence from India," Vision, , vol. 19(1), pages 37-48, March.
    2. Martínez, Eva & Montaner, Teresa & Pina, José M., 2009. "Brand extension feedback: The role of advertising," Journal of Business Research, Elsevier, vol. 62(3), pages 305-313, March.
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    Cited by:

    1. Prerna Garg & Anoop Pandey, 2023. "Decomposing the Effect of Brand Image in Influencing Information Adoption: The Case of Online Travel Agents," Business Perspectives and Research, , vol. 11(1), pages 11-27, January.

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