A survey on the impacts of brand extension strategy on consumers’ attitude for new products development

Amirshahi, M.; Sadaghiani, J.; Rabiee, M.; Parsa, S.; Sadaghianid, P.

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Management Science Letters

ISSN 1923-9343 (Online) - ISSN 1923-9335 (Print) Quarterly Publication Volume 2 Issue 8 pp. 2731-2738 , 2012

A survey on the impacts of brand extension strategy on consumers’ attitude for new products development Pages 2731-2738 Download PDF

Authors: Mir Ahmad Amirshahi, Jamshid Salehi Sadaghiani, Mahbobeh Rabiee, Samaneh Parsa, Pantea Salehi Sadaghianid

DOI: 10.5267/j.msl.2012.10.017

Keywords: Consumers’ attitude, Brand associations, Brand extension, Fitness, Perceived quality

Abstract: Marketing planning has been one of the most important components of production planning. A good marketing strategy can increase sales of products, which leads to higher profitability. The proposed study of this paper investigates how consumer & apos; s mental capability reacts when a new product is introduced along with a well known brand. The proposed study of this paper selects 196 people who choose 12 various products. Dependent variable is consumer perception towards new product development. Independent variables include customers consider newly offered product as replacement or supplement one. They surveyed people are also asked whether they think the new technological characteristics can incorporate older ones & apos; or not. Finally, participants are asked about their perception on product. Correlation ratio between technology transfer capabilities and perception towards the new product is calculated as 0.454, which is much more than other variables and P-value is significant when the level of significance is one percent. The other observation is that there is a positive and meaningful relationship between potential for product substitution and perception towards the new product, which has been calculated as 0.227.

How to cite this paper

 Amirshahi, M., Sadaghiani, J., Rabiee, M., Parsa, S & Sadaghianid, P. (2012). A survey on the impacts of brand extension strategy on consumers’ attitude for new products development.Management Science Letters , 2(8), 2731-2738.

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