The role of consumer perceived fit in brand extension acceptability. (Record no. 43019)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01978nam a2200229 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20160420170102.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 160420b xxu||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Evangeline, S. J |
| 9 (RLIN) | 21680 |
| 245 ## - TITLE STATEMENT | |
| Title | The role of consumer perceived fit in brand extension acceptability. |
| Statement of responsibility, etc | J Evangeline and V R Rag |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication, distribution, etc | Hydrabad |
| Name of publisher, distributor, etc | I UP Publication |
| Date of publication, distribution, etc | March 2016 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 43 - 57 p. |
| Other physical details | Paper |
| 500 ## - GENERAL NOTE | |
| General note | Brand extension forms an important part of marketing strategy for many companies. Brand extension<br/>reduces the risk of launching a new brand in the marketplace by leveraging on familiarity and consumer<br/>acceptance of an established brand. This study empirically examines the significance of ‘perceived fit’ in<br/>deciding ‘Consumer Acceptability of Brand Extension’ (CAOBE) in relation to ‘Kist’ brand, through the<br/>measurement of ‘product category fit’ and ‘brand level fit’ that cover the fit construct. Data has been<br/>collected from a convenience sample of 200 ‘Kist’ brand consumers through a closed-ended questionnaire<br/>in Manmunai North Divisional Secretariat Area, Batticaloa, Sri Lanka. The data has been analyzed and<br/>evaluated through univariate and bivariate techniques. Regression analysis has been used for testing the<br/>hypothesis. The results reveal that the target consumers perceive high level of fit between the parent brand<br/>and its extensions, and that the extensions achieve a high level of consumer acceptance. Regression analysis<br/>also indicates the successful role of consumer perceived fit in deciding brand extension success |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Consumers' Preferences |
| 9 (RLIN) | 21681 |
| Topical term or geographic name as entry element | Brand Extension |
| 9 (RLIN) | 21682 |
| Topical term or geographic name as entry element | Fast Moving Consumer |
| 9 (RLIN) | 21683 |
| Topical term or geographic name as entry element | Goods Brand Image |
| 9 (RLIN) | 21684 |
| Topical term or geographic name as entry element | Questionnaires |
| 9 (RLIN) | 21685 |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Ragel, V. R |
| 9 (RLIN) | 21686 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 30415 |
| Host Itemnumber | 58648 |
| Main entry heading | MURTHY, E N |
| Place, publisher, and date of publication | IUP PUBLICATION HYDERABAD |
| Other item identifier | 5555611 |
| Title | BRAND MANAGEMENT |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Book |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Source of acquisition | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 20/04/2016 | The IUP Journal of Brand Management/ March 2016 | Vol XIII No 1 / 5555611JA5 | 5555611JA5 | 20/04/2016 | 20/04/2016 |