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Exploring the Mediating Effect of Parent Brand Reputation on Brand Equity

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  • Richa Joshi
  • Rajan Yadav

Abstract

Companies with product line consisting of multiple brands very well understand the weightage of parent brand reputation as a seal of approval to consumers. This understanding not only helps them bolstering the reputation of other products but also creates a powerful brand voice and resulting brand equity. Brand equity is understood with the help of multiple dimensions in the existing literature. In addition to this, many researches on brand extension have traced the pivotal change in brand equity owing to the variation in brand extension attitude of consumers. However, very little amount of significant contribution has been observed with respect to the mediating role of parent brand reputation. Specifically, the article proposes to test the role of parent brand reputation in mediating the relationship of brand extension with brand equity.

Suggested Citation

  • Richa Joshi & Rajan Yadav, 2018. "Exploring the Mediating Effect of Parent Brand Reputation on Brand Equity," Paradigm, , vol. 22(2), pages 125-142, December.
    • Handle: RePEc:sae:padigm:v:22:y:2018:i:2:p:125-142
    DOI: 10.1177/0971890718787903
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    References listed on IDEAS

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    4. Sarwat Afzal, 2013. "Factors Influencing Successful Brand Extension into Related and Unrelated Product Categories," Asian Economic and Financial Review, Asian Economic and Social Society, vol. 3(2), pages 216-226, February.
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    Cited by:

    1. Richa Joshi & Rajan Yadav, 2021. "Captivating Brand Hate Using Contemporary Metrics: A Structural Equation Modelling Approach," Vision, , vol. 25(4), pages 439-447, December.

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