Brand Extension: a study of consumer perception & attitude

Brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers’ attitude towards extensions is modified on the basis of their cognitional reactions and relations between the parent brand and extended product and/ or product categories. This study aims at conducting an exploratory research and revealing the relationship between the parent brand and the extended brand. More specifically, the impact of parent brand loyalty on the extension is explored. Therefore, the main objective is to evaluate the attitudes of consumers towards brand extension strategy in apparel section in Bilaspur. The study analyzes consumers’ attitudes towards brand extensions specifically in apparel section. This is in particular to portray that consumers respond positively to brand extensions in various industries due to different motivations. During the methodology application process, in-depth interviews were carried out with 100 participants who were selected randomly from Shopping Store and other places. The interviews were conducted using questionnaire.