A Study on Consumer Perception and Brand Extensions
- Author Rambabu Lavuri
- DOI
- Country : India
- Subject : Business Management
Keywords : Brand, Brand Image, Brand Extension, Customer Loyalty, Customer perceptions
Abstract
To build a strong Brand image in mind of customer is one of the major challenging task to the companies for successes of their business, and also its helps to retaining the customer towards their existing brands. A strong brand having customers trust towards the company. and its create expectations and feelings about product and services in customer mind, a strong brand extensions always help to the firm for establish customer loyalty, The major objective of this paper is to analyse the consumer perception on brand extensions. For that a structure questionnaire was used to measure the consumer perception, with sample size 417 respondents and tested via descriptive statistics, percentages ANOVAs. The results of the study showed that there is strong impact of Brand extensions on consumer perception.
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