International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

The Impact of Brand Extension on Parent Brand Image
Assoc Prof, Mr. Abdul Hameed, Shehzada Muhammad Saleem, Muhammad Rashid, Raheel Aslam

The purpose of the study is to investigate relationship of Brand extension, Brand awareness, Brand familiarity, customer attitude on parent image. A 5 point Likert scale questionnaire, consisting of 25 items, divided into five parts parts was designed. Different cities of Pakistan were selected on random sampling basis. A total 200 questionnaires were circulated, and the response rate was 100 %. The findings of the study shows that variables brand extension, brand awareness, brand familiarity; customer attitude are contribute to develop parent image after extension.

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