What really matters? A triumph of brand extension: Evidence from Engro Corporation

Sara JAVED; Md.salamun RASHIDIN; Wang JIAN

Makale detayları

What really matters? A triumph of brand extension: Evidence from Engro Corporation

Yazarlar:

Sara JAVED | Md.salamun RASHIDIN | Wang JIAN

Yayıncı:

Hatay Mustafa Kemal University

Ana Başlıklar:

Ekonomi ve Maliye

Dergi:

Journal of Politics Economy and Management 2018 Vol.1 Issue 2, pp.1-16

Belge Tipi:

Makale

Yayın Tarihi:

12/2018

Belge Dili:

İngilizce

Document ID (Org No.):

2000493152

Sıklık:

İki Yıllık

pISSN:

2630-5933

Özet:

 


The intent of this study is twofold; firstly, to
find out the different elements of the brand extension in different category
product that influences it, secondly, evaluate the impact of these dimensions
on brand extension. The study considered Engro as parent brand. The targeted
brand was Engro Foods. A total of two hundred valid responses were collected
from Lahore and Sahiwal through a self-administered survey. Reliability was
tested by using Cronbach’s alpha. The study used descriptive statistics;
correlation analysis and regression analysis. Correlation results indicate that
all variables; similarity, perceived risk, brand reputation, and innovativeness
were positively correlated with evaluation of brand extensions. However, “brand
reputation” was strongly correlated with the evaluation of extensions as
compared to other variables. As far as regression analysis is concerned
adjusted R2
indicates that 48.0% of “Engro” extension was affected by the independent
variable. The mean score highlighted that “Engro extension” was positively
evaluated by customers and have a positive attitude towards them on all the
variables. The study showed due to the strong reputation of parent brand, the
Engro unrelated category extension “Engro Foods” was more favorably evaluated
by customers.

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Makale detayları

What really matters? A triumph of brand extension: Evidence from Engro Corporation

Yazarlar: Sara JAVED | Md.salamun RASHIDIN | Wang JIAN

Yayıncı: Hatay Mustafa Kemal University

Ana Başlıklar: Ekonomi ve Maliye

Dergi: Journal of Politics Economy and Management 2018 Vol.1 Issue 2, pp.1-16

Belge Tipi: Makale

Yayın Tarihi: 12/2018

Belge Dili: İngilizce

Document ID (Org No.): 2000493152

Sıklık: İki Yıllık

pISSN: 2630-5933

Sayı

Yazarlar:

Sara JAVED | Md.salamun RASHIDIN | Wang JIAN

Yayıncı:

Hatay Mustafa Kemal University

Ana Başlıklar:

Ekonomi ve Maliye

Dergi:

Journal of Politics Economy and Management 2018 Vol.1 Issue 2, pp.1-16

Belge Tipi:

Makale

Yayın Tarihi:

12/2018

Belge Dili:

İngilizce

Document ID (Org No.):

2000493152

Sıklık:

İki Yıllık

pISSN:

2630-5933