TY  - BOOK
AU  - Evangeline, S. J
AU  - Ragel, V. R
TI  - The role of consumer perceived fit in brand extension acceptability
PY  - 2016///
CY  - Hydrabad 
PB  - I UP Publication 
KW  - Consumers' Preferences
KW  -  Brand Extension
KW  - Fast Moving Consumer
KW  - Goods Brand Image
KW  - Questionnaires
N1  - Brand extension forms  an important  part  of  marketing  strategy  for  many  companies.  Brand extension
reduces the risk of launching a new brand in the marketplace by leveraging on familiarity and consumer
acceptance of an established brand. This study empirically examines the significance of ‘perceived fit’ in
deciding ‘Consumer Acceptability of Brand Extension’ (CAOBE) in relation to ‘Kist’ brand, through the
measurement  of  ‘product  category  fit’  and ‘brand  level  fit’  that  cover  the  fit  construct.  Data  has  been
collected from a convenience sample of 200 ‘Kist’ brand consumers through a closed-ended questionnaire
in Manmunai North Divisional Secretariat Area, Batticaloa, Sri Lanka. The data has been analyzed and
evaluated through univariate and bivariate techniques. Regression analysis has been used for testing the
hypothesis. The results reveal that the target consumers perceive high level of fit between the parent brand
and its extensions, and that the extensions achieve a high level of consumer acceptance. Regression analysis
also indicates the successful role of consumer perceived  fit in deciding brand extension success
ER  -