Success factors of brand extension.

• Main Authors: Kok, Siew Moi., Low, Lai Yean., Tan, Moh Hiang.
• Other Authors: Xia, Yang
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Product management
• Online Access: http://hdl.handle.net/10356/8511
• Institution: Nanyang Technological University

This project aims to identify the various success factors of brand extension. In our study, the success of a brand extension was measured by the willingness of consumers to purchase the product. Factors such as company profile, extended product, perceived fit, promotion and target market were tested...