文章基本信息

标题：The analysis of effective factors on product brand image after extension (PBI) in home appliance industry in Iran
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作者：Hassan Ghorbani ; Fatemehsadat Madani
期刊名称：African Journal of Business Management
印刷版ISSN：1993-8233
出版年度：2012
卷号：6
期号：27
页码：8220-8226
DOI：10.5897/AJBM11.2489
语种：English
出版社：Academic Journals
摘要：Nowadays, brand is vital in business. An important parts of each brand’s life is brand extension which firms often use for introducing their new products. This paper’s purpose is analyzing the effects of brand associations and fit perception on product brand image after the extension. In this research we have used a questionnaire with 21 questions to study a 198 sample of home appliance consumer in Isfahan (Iran). A conceptual model has been designed to show all relationships among all variables which is tested by LISREL software. According to the obtained results, it has been determined that brand associations and fit perception influence attitude toward brand extension directly and indirectly through product brand image after extension (PBI). It means, attitude toward brand extension affect product brand image after extension. Amount of goodness indexes (AGFI= 0.97, GFI= 0.99) shows suitability of the model.
关键词：Brand loyalty; brand awareness; parent brand quality; fit perception; PBI