Success factors of brand extension.
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...
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| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/8511 |
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| Institution: | Nanyang Technological University |
| Summary: | 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 to determine how they will affect consumers’ purchase intention of a brand extension. |
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