Direct and Moderating Influence of Perceived Fit, Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India (Record no. 51051)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01919nam a2200241 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20190131135335.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 190131b ||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Tripathi, Vibhuti |
| 9 (RLIN) | 33150 |
| 245 ## - TITLE STATEMENT | |
| Title | Direct and Moderating Influence of Perceived Fit, Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 681–1692 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | The shifting market dynamics and harsh rivalry of the worldwide economy have augmented the role of brands to an incomparable level. Brand extension has emerged as a popular strategy in the marketing area. While it brings brands closer to success, it is also imperative and important to understand how consumers evaluate and presume similar or dissimilar extensions and what is the substantial influence of risk and subsistence of parent brand on extension success? Identifying and analysing such relationships could be helpful and important for personal care brands in India to gain an edge over competitors. Data were collected from 500 consumers who were proverbial with the brand extensions of Dettol in similar or dissimilar product categories. Regression analysis showed that though perceived fit and risk directly influence the success of brand extension, nevertheless on incorporating parent brand conviction as a moderator the relationships between perceived fit and brand extension success and risk and brand extension success are strengthened. Limitations and future scope have also been mentioned. |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Brand extension |
| Uncontrolled term | perceived fit |
| Uncontrolled term | risk |
| Uncontrolled term | parent brand trust |
| Uncontrolled term | personal care brands, |
| Uncontrolled term | Dettol |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Rastogi, Pooja |
| 9 (RLIN) | 33151 |
| Personal name | Kumar, Suresh |
| 9 (RLIN) | 33152 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 29349 |
| Host Itemnumber | 73686 |
| Main entry heading | BANIK, ARINDAM |
| Place, publisher, and date of publication | NEW DELHI SAGE PUBLISHING PVT. LTD. |
| Other item identifier | 5559802 |
| Title | GLOBAL BUSINESS REVIEW |
| International Standard Serial Number | 0972-1509 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 31/01/2019 | Vol 19, No 6/ 5559802JA17 | 5559802JA17 | 31/01/2019 | 31/01/2019 |