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A Horizontal Brand Extension Evaluation with the Moderating Role of Word-of-Mouth: Using Samsung Motors

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Abstract
Brand extension has been divided into two main domains such as vertical and horizontal. Vertical extension is related to price and quality among the existing brand. On the other hand, a horizontal extension is considered a product line extension and product category extension. This study provides empirical evidence about the impact of horizontal specifically category extension on brand extensions using Samsung motor in the context of Pakistan consumers. For doing this, this study develops the conceptual model using brand-related factors such as brand credibility and individual-related factors such as consumer innovativeness, value consciousness, and consumer’s perceived fit to evaluate the impact of these factors on brand extension evaluation. Besides, I used word-of-mouth between brand extension evaluation and purchase intention. Data were collected online through google forms. Model validity is checked by confirmatory factor analysis. Hypotheses are tested by Structural equation modeling with a sample size of 296 from Pakistan consumers. Brand credibility, consumer innovativeness, and perceived fit are important factors for the success of brand extension evaluation. Thus, the marketers and managers should consider the factor while the development of the horizontal brand extension.
Author(s)
바툴 라힐라
Issued Date
2020
Awarded Date
2021-02
Type
Dissertation
URI
https://oak.ulsan.ac.kr/handle/2021.oak/6031
http://ulsan.dcollection.net/common/orgView/200000364280
Affiliation
울산대학교
Department
경영대학원 경영학전공
Advisor
DOYLEKIM
Degree
Master
Publisher
울산대학교 경영대학원 경영학전공
Language
kor
Rights
울산대학교 논문은 저작권에 의해 보호받습니다.
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