The Evaluation of Brand Extension: A Proposition of a Conceptual Framework Based on Trust
Journal Title: International Journal of Management Sciences - Year 2015, Vol 5, Issue 10
Abstract
This paper has the purpose to show the importance of the introduction of a relationship approach based on trust in brand extension. After presenting the classical approaches of evaluation of brand extension and showing their limitations, we propose a conceptual model including the antecedents of trust, trust as multidimensional construct and its consequences. An empirical study was carried with a sample of 400 consumers for the chosen brand on the purpose to validate the model and verify the role of trust in this context. This study highlighted the factors that contribute more in the formation of trust and has demonstrated the importance of the role of trust and more specifically each of its dimensions in the evaluation of brand extension and this regardless of the nature of the proposed extension. On the managerial level, this research shows the importance to the practitioners to establish a relational approach based on trust in the brand extension strategy before embarking in this strategy.
Authors and Affiliations
Imen Yacoub
Keywords
Related Articles
- EP ID EP27023
- DOI -
- Views 284
- Downloads 4
A Comparative Study on Rural Governance Development between Tanzania and China
The main objective of this paper was to gather information on rural governance and development with a clear focus on Tanzania and China. It attempts to explain political system of the two countries basing on rural gove...
Impact of Television Webcast Framing on International Audience Perception of the Nigerian Government’s Response to Boko Haram Insurgency
The level of influence the media asserts on its audience perception of contemporary issues within the society has been a focal point in media studies. Over the past decade, the people and government of Nigeria as well...
Determining the Factors to Engage in Batik Business: A Study among Batik Entrepreneurs in East Cost Malaysia
This study is to examine about determining the factors to engage in batik business among entrepreneurs in East Cost Malaysia. The purpose is to define the factors that influence the batik entrepreneurs conducting their...
Influencing Factors on Female Entrepreneurial Skills of Sindh
The scholars believe that the one of the most important requirements for development in 21 century is entrepreneurship and more attention to the needs of female. For this purpose, this paper aimed to identify factors i...
Tourism Studies in the Province of Batangas, Philippines: A Literature Review
This article aims to review the published researches in Tourism related studies of Lyceum of the Philippines University-Batangas from various journals to provide basic information on the findings of the previously cond...