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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Bibliographic Details
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
Tags:	Add Tag No Tags, Be the first to tag this record!
Institution:	Nanyang Technological University

id	sg-ntu-dr.10356-8511
record_format	dspace
spelling	sg-ntu-dr.10356-85112023-05-19T06:24:07Z Success factors of brand extension. Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang. Xia, Yang Nanyang Business School DRNTU::Business::Marketing::Product management 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. 2008-09-24T07:22:06Z 2008-09-24T07:22:06Z 2002 2002 Final Year Project (FYP) http://hdl.handle.net/10356/8511 Nanyang Technological University application/pdf
institution	Nanyang Technological University
building	NTU Library
continent	Asia
country	Singapore Singapore
content_provider	NTU Library
collection	DR-NTU
topic	DRNTU::Business::Marketing::Product management
spellingShingle	DRNTU::Business::Marketing::Product management Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang. Success factors of brand extension.
description	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.
author2	Xia, Yang
author_facet	Xia, Yang Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang.
format	Final Year Project
author	Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang.
author_sort	Kok, Siew Moi.
title	Success factors of brand extension.
title_short	Success factors of brand extension.
title_full	Success factors of brand extension.
title_fullStr	Success factors of brand extension.
title_full_unstemmed	Success factors of brand extension.
title_sort	success factors of brand extension.
publishDate	2008
url	http://hdl.handle.net/10356/8511
_version_	1770564471143530496

Success factors of brand extension.

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