One of the major dilemmas faced by the multinational marketer is to decide on opening up new markets. This study develops a framework for market development activity by multinational brands based on literature. In the framework, Expected Customer demand (ECD) is dependent on Acceptance of Global Brand (AGB), Image of the Parent Brand (IPB) and Quality Perception (QP) about the product. The framework is empirically tested in urban Indian fast food market. The results demonstrate that each of these variables have significant impact on ECD. The priority of marketing budgets allocation should be in order of improving the AGB and IPB and then on QP, so as to have the highest impact on the demand.

/pdf/market-development-by-multinational-brands-empirical-3v6l4kehr8.pdf

Market development by multinational brands: empirical evidence from indian fast food retailing business

Brand extensions have become a famous strategy for many of companies since many years ago. It’s success depends on acceptance and evaluations of consumers about brand extension. Thus,our purpose is to identify the effective factors on consumers primary attitudes formation towards brand extension of Pegah company of Kerman .We understood that external information, knowledge about parent brand/extension category, affect toward parent brand/extension category and fit perception influence attitudes toward brand extensions .Also, increasing consumer expertise, increases the rate of effect of fit perception, consumer knowledge about parent brand/extension category, affect toward parent brand/ extension category and external information on attitudes towards brand extension. Increasing consumer self-monitoring increases the rate of effect of external information on attitudes towards brand extension .Increasing consumer age decreases the rate of effect of external information on attitudes towards brand extension. Introduction Brand extension, which involves introducing new products under existing brand names, has become a popular strategy since the 1980s (Aaker ,1990).Brand extensions, which are seen as beneficial because of marketing efficiencies such as reduced new product introduction costs and increased chance of success(Aaker, 1990, Keller,1998).These benefits are mainly caused by the transfer of parent brand’s awareness and associations to the new product (Keller,1998).However, the success of brand extensions is very uncertain. According to a comprehensive study conducted by Ernst& Young and Nielson (1999) for several European countries typical, rates of brand extensions are around 80%.Often 50 million us-dollars or more are spent for the introduction of these extensions (Aaker, 1990, Sattler, 1997).The success of brand extension is largely determined by how customers evaluate the extension (Klink and Journal of Business and Retail Management Research (JBRMR) Vol 5 Issue 2 April 2011 A Journal of the Academy of Business and Retail Management (ABRM) 72 Smith,2001). Consumer evaluations of brand extensions have been investigated in a number ways. However, one of the widely accepted of fit between a new extension and its parent brand is the most important factor in determining brand extension (Aaker& Keller,1990, Muroma&Saari,1996, Zhang &Soos,2002).In order to improve success rates of brand extensions, it is important to measure the significance and relative importance of factors affecting consumer evaluations of brand extensions (Sattler,Völckner and Zatloukal,2002).Thus, we want to identify the effective factors on consumers’attitudes formation towards brand extension of Kerman Pegah company and the rate of these factors with considering consumer characteristics. 1-Literature 1-1Background: Many researchers have conducted about consumer evaluations of brand extensions. Aaker and Keller (1990) indicated that the perceived high quality of the parent brand results in positive extension evaluation. Bhat &Reddy(2001)concluded that positive feelings are directly transferred from the parent brand to the extension. Yun Ma (2005) investigated the knowledge of consumer on brand extension evaluations in his study.Henry(2008) studied the relationship between consumer innovativeness and consumer acceptance of brand extensions. Sattler, Völckner and Zatloukal (2002) examined some affecting factors on brand extensions evaluations. Bhat &Reddy(2001) studied the effect of parent brand attribute associations and affect on brand extension evaluation. Boush et al(1987) and Aaker&Keller(1990) concentrated on information process and affect transfer. Czellar (2003) proposed a model of consumer’s primary attitudes towards brand extensions. We just consider apart of this model according to below: Figure 1consumers primary attitudes formation towards brand extensions External information: Competitor and distribution activities distribution activity

https://jbrmr.com/cdn/article_file/i-3_c-9.pdf

Identification and investigation of effective factors on consumer's primary attitudes formation towards brand extension of pegah company of Kerman

Handle everyday research tasks with reliable, citation-backed results

Your personal Research Agent to handle research tasks with citation-backed results

Popular Tasks used by Researchers

How can I help with your research?

Meet SciSpace

Get more enhanced response by uploading the PDFs you want me to reference.

No relevant PDFs in your library

SciSpace is the AI research assistant for academics. Run systematic literature reviews on 280M+ papers, and write papers with cited sources. Trusted by 1M+ students, PhDs & researchers.

SciSpace | AI for Research

Analyze PDFs

Code & Manuscripts

Funding & Grants

Literature & Patents

Medical & Clinical Data

Systematic Review

Visualize & Present

Web & Data

Build a Google Scholar-like website for your research.

Build a website

Create charts and images for your research

Create a Chart

Write a paper for submission to a journal

Draft a manuscript

Patent Search

Design eye-catching scientific posters in minutes.

Scientific Poster Generation

Systematic Literature Review

One task is running at the moment. Your messages will be shown right after.

Drag and drop or click here to browse

Loved by <highlight>1 million+</highlight> researchers

Extract a list of specific topics and their sources from unstructured text

Topics

Compare and analyze relevant papers that matches with your search

Papers

Get insights from PDFs and bookmarked papers from your library

My library

Recent searches

Try searching for:

Catch AI-generated content in scholarly and non-scholarly content

{ai} Detector

Ai Writer

Get PDF Summaries, highlighted text explanations 

Chat with PDF

Effortlessly create in-text citations and bibliographies in APA and 2,500 other formats

Citation generator

Get explanations, summaries, and answers on academic papers

Ease up your research workflow with {scispace}'s cohort of exciting AI tools

Elevate your academic writing skills and convey your ideas the way you want

Paraphraser

Explore our range of reading and writing tools

Your file is being prepared and should be ready in a few minutes. If it's a large file, it might take a bit longer. You can close this window, and we'll email you the file when it's done.

You have reached a maximum limit of <strong>{limit}</strong> columns in the table. Remove at least <strong>1</strong> column to add or create another one.

abass abassi

Author Tools

Chat about Author

Papers

Identification and investigation of effective factors on consumer's primary attitudes formation towards brand extension of pegah company of Kerman