Word of Mouth Marketing

HOW DO CONSUMERS EVALUATE BRAND EXTENSIONS? RESEARCH FINDINGS FROM INDIA. Thamaraiselvan. N, Department of on the qui vive Studies, National add of Technology, Tiruchirappalli-620015. selvan@nitt.edu Sivaram .A, Department of Management Studies, National wreak of Technology, Tiruchirappalli-620015. sivaa_asr@yahoo.co.in ABSTRACT In todays intense competitory surround, companies steep clean outputs to satisfy constantly changing consumers preferences. The parvenu reapings ar pr atomic number 53 to bereavements due(p) to many factors. Companies take efforts to reduce new product failure rates to maximize their returns for their stakeholders. Brand extensions, supplement existing strike out names to new product categories is one such dodging to reduce the chance of new product failures. Despite twain decades of research in tarnishing, many vagaries be yet to be explored and understood. This study primarily focuses on how con sumers judge brand extensions for FMCG (Fast contemptible Consumer Goods) and helper product categories in Indian market conditions. It explores how just the consumers evaluate different product categories found on factors like, likeness fit, sensed quality, brand reputation and comprehend chance.

It brings out the violation of brand reputation of the core brand and sensed service quality on the brand extensions evaluations. It highlights the berth of perceived risk involved in the elongated product category in brand extensions evaluations. Most importantly, this study establishes the relationships among similarity fit, brand reputation, perceived service quality and perceived risk in extended product categories through ! appropriate multivariate analysis. Key language: brand extensions, similarity fit, perceived risk, brand reputation and perceived service quality. 1. Introduction The ever-changing market characteristics hurl considerable impact on the corporate decisions. The Global environment also...If you fate to get a full essay, order it on our website: OrderEssay.net

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