Winter 2015, Vol 3 - No 4 (10 صفحه - از 39 تا 48)
"c o m e - I S S N : 2 3 2 2 – 4 4 7 9 p - I S S N : 2 4 7 6 – 4 9 8 1 Original Article Received: 27/12/2014 Accepted: 22/05/2015 The Effect of Brand Extension Strategy on Its Image: The Case of Majid Brand Fatemeh Abdavi, Zahra Shiralizadeh Department of Sport Management, Faculty of Physical Education and Sport Science, University of Tabriz, Tabriz, Iran. ABSTRACT This descriptive-correlational study examined the effect of brand extension on current image in the scope of Tabriz Majid products in the city of Tabriz. The current study investigated the primary image of a brand as the main variable and as one of class and image fitness and extension trend and consumer modernism as other variables. Questions considered by this study were, (a) whether brand extension strategy would be successful in a market and lead to an increase in purchases of a new product that uses an existing brand, and, more importantly, (b) what effect brand extension attitude would have on its image after extension. Based on confirmed hypotheses 1, 2, 3, 6, and 7, it can be concluded that in Iran, society’s initial image of a brand has a high effect on extension attitude, perceived category fitness, perceived image fitness, and the brand’s final image. Furthermore, studies by Vazifehdust and Hariri, 2012, Aaker and Keller, 1990, Bhat and Reddy, 2001, and Klink and Smith, 2001; have proven that category fitness has a direct effect on consumers' attitudes of brand extension (11, 12, 19, 21)."
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