Does brand extension strategy effect consumer buying behaviour? A case study on Zara
Başlık çevirisi mevcut değil.
- Tez No: 401841
- Danışmanlar: DR. MERVYN SOOKUN
- Tez Türü: Yüksek Lisans
- Konular: Çalışma Ekonomisi ve Endüstri İlişkileri, İşletme, Labour Economics and Industrial Relations, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2009
- Dil: İngilizce
- Üniversite: University of Wales
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: İşletme Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 87
Özet
Özet yok.
Özet (Çeviri)
The purpose of this study is to investigate the effect of brand extension strategies on consumer buying behaviour. A well-known brand the most important asset of companies, and such, companies can get many advantages of it in their business strategy. Brand extension is the most common strategy of the today market. Organizations are using to brand extension strategy to sell their new product. This strategy may reduce new products expenses (e.g. advertisement etc.) and decrease risk of the new products failure. Introducing a new product under an exist brand is much cheaper, less risky and quicker than creating a new brand. However brand extension might have an effect on consumer buying behaviour which would change consumer's attitudes and believes toward brand. The first part of the research gives overview about the aims and topics. The second part covers a literature review that will provide definitions about brand extension and consumer buying behaviour and also previous related studies of other researchers and additionally, theoretical framework will be presented. It is followed by the theories about research methodology, description of experiments and data analysis will be explained. Next, the statistic computer program SPSS was used, to easier see the significance of the results and findings was presented. At the last section discussion, conclusion and limitation of the research will be presented. The conclusions of this dissertation was that all investigated factors had effect on consumer buying behaviour toward brand extension strategy, while perceived quality and reputation had a greater effect on consumer behaviour than perceived fit between parent brand and extended brand.
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