Analyzing the effect of Customer Knowledge on Evaluation of Brand Extension (Case study: food industry)
Journal Title: Journal of Science and today’s world - Year 2013, Vol 2, Issue 7
Abstract
The purpose of this research is analyzing relationship between different dimensions of customer knowledge (brand knowledge and product knowledge) and customer perception appropriateness in brand extension strategy. This study is an applied research that is done using descriptive correlative method and the main tool of data collection is questionnaire that based on standard samples are established in Likert 7stage. Reliability and stability of questionnaire are measured respectively using agent methodology and Alfa Cronbakh test. Ultimate questionnaire was distributed among 400 individuals of customers of two great and credited company of food manufacturing (Golestan Company and Mohsen food group that use the strategy of brand extension) and necessary information was gathered. Result of this study shows that there is a direct and significant relationship between dimensions of customer knowledge and components of perceived appropriateness in brand extension. Meantime the role of brand knowledge is greater than evaluated product knowledge. The subject of brand extension is an issue that rarely is discussed in the country, spatially in the case of food industry that there is a little study about brand extension strategies.
Authors and Affiliations
Hadi Shabanpour , Hossein Igder , Abbas Sadeghi
Keywords
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