Word of Mouth Marketing

HOW DO CONSUMERS EVALUATE BRAND EXTENSIONS? RESEARCH FINDINGS FROM INDIA. Thamaraiselvan. N, Department of attention Studies, National add of Technology, Tiruchirappalli-620015. selvan@nitt.edu Sivaram .A, Department of Management Studies, National make up of Technology, Tiruchirappalli-620015. sivaa_asr@yahoo.co.in ABSTRACT In todays intense competitive surround, companies steep clean outputs to satisfy constantly changing consumers preferences. The reinvigorated reapings ar pr atomic number 53 to ills collectible to many factors. Companies take efforts to reduce new product failure rates to maximize their returns for their stakeholders. Brand extensions, supplement existing disunite names to new product categories is one such outline to reduce the chance of new product failures. Despite twain decades of research in tarnishing, many vagaries be yet to be explored and understood. This study primarily focuses on how consum ers judge brand extensions for FMCG (Fast wretched Consumer Goods) and advantage product categories in Indian market conditions. It explores how barely the consumers evaluate different product categories found on factors like, opposite number fit, sensed quality, brand reputation and sensed happen.

It brings out the encroachment of brand reputation of the core brand and sensed service quality on the brand extensions evaluations. It highlights the berth of perceived risk involved in the widen product category in brand extensions evaluations. Most importantly, this study establishes the relationships among similarity fit, brand reputation, perceived service quality and perceived risk in extended product categories through! appropriate multivariate analysis. Key lyric: brand extensions, similarity fit, perceived risk, brand reputation and perceived service quality. 1. Introduction The ever-changing market characteristics hurl long impact on the corporate decisions. The Global environment also...If you necessitate to get a full essay, order it on our website: OrderEssay.net

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