Impact of Brand Loyalty on Brand Extension

Abrar , Ahmad and Dr. Kashif-Ur, Rehman and Ahmed Imran , Hunjra and Syed Qasim Haroon , Naqvi (2012) Impact of Brand Loyalty on Brand Extension. proceedings intl conf information system business competitiveness . ISSN 978-979-097-198-1



The key objective of this study is to explore the effects of different dimensions of brand loyalty towards the original brand on the evaluation of brand extensions. This was a primary research and questionnaire was distributed among 200 respondents and 183 were processed for analysis. The target respondents were the students of different universities of Islamabad and Rawalpindi, Pakistan. The scale was taken from the existing research (Hem and Iversen, 2003). SPSS was used to analyze the data. The result finds that there is positive and significant relationship between brand loyalty and brand extension. So on the bases of these results that all the hypotheses (H1, H2, H3, H4 and H5) are proved positively and significantly and affect the evaluation of brand extension. Keywords: Brand Loyalty, Brand Extension, original brand

Item Type:Article
Subjects:Q Science > QA Mathematics > QA75 Electronic computers. Computer science
Divisions:UNDIP Conference/Seminar > Int'l Conf. Information System Business Competititveness
ID Code:36203
Deposited On:24 Sep 2012 10:27
Last Modified:24 Sep 2012 10:27

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