文章基本信息

标题：Influential factors of brand extension among university students: case for Pakistan
本地全文：下载
作者：Orangzab ; Muhammad Sajjad ; Muhammad Umair Zulfiqar 等
期刊名称：Marketing ì Menedžment Innovacìj
印刷版ISSN：2218-4511
出版年度：2021
期号：2
页码：278-292
DOI：10.21272/mmi.2021.2-23
出版社：Sumy State University
摘要：Brand extension is considered to be a highly plausible and essential factor for the success of new products. It is an elusive concept that adds value to the offered products and gives a competitive advantage for strategical positioning of new products in the consumers' minds. This study carefully considers the influential factors for the evaluation of brand extension for products targeting young customers. This study analyzed the three important characteristics of consumers by employing a new and proposed nomological network to assess the brand extension and its strategies. First, the brand extension was directly regressed with the need for uniqueness and with innovativeness. After observing the significance of the regressed model, the model was finally analyzed with the intervening variable of need for variety. Six hypotheses were developed, and the proposed theoretical model was assessed through structural equation modeling (SEM) with the help of SmartPLS. Data was collected from 331 university students of southern Punjab, Pakistan. It was found that all three personal characteristics of young consumers (need for uniqueness, innovativeness, and need for variety) are highly significant with the evaluation of brand evaluation. The proposed model explained more than 30% variation in the observed phenomenon. It was observed that the need for variety partially mediates the relationship between the need for uniqueness, innovativeness, and brand extension. As per the results of this study, it was found that the variety of products matters a lot for young customers so, marketers must consider the variation in the products while extending their product line. Theoretically, this study contributed and enhanced the nomological network of brand extension for young consumers. Practically, the study would help the decision-makers understand the preferences of the young generation to devise the new strategies of brand extension.
关键词：brand extension; innovativeness; brand variety; brand uniqueness; structural equation modeling; factors of brand extension; young consumers.