Review Article
Year: 2020 | Month: October | Volume: 7 | Issue: 10 | Pages: 446-453
Antecedents of Low-Fit Brand Extension Evaluation: A Review and Research Agenda
Geetika Pahuja1, Harleen Kaur2, Sapna Dhaliwal3
1M.Com (IGNOU), Former Student, Mata Sundri College for Women, University of Delhi, Delhi.
2,3Assistant Professor, Department of Commerce, Mata Sundri College for Women, University of Delhi, Delhi.
Corresponding Author: Harleen Kaur
ABSTRACT
Firms are now using their well-established brand names to extend into low-fit categories to connect with the consumers in different ways and to sustain the existing relationships. Howbeit, preliminary work in the field of brand extension focused primarily on consumer evaluation of high fit brand extensions. Off late, evaluation of low-fit brand extension has received considerable attention by the researchers. This paper is aimed at highlighting various factors related to parent brand that can enhance the evaluation of low-fit brand extensions. We discuss “brand extension and its evaluation”, more specifically, investigate several factors related to core brand having implications on extension evaluation. This meek effort will help the marketing managers and research scholars to understand the new possibilities for enhancing the evaluations of low fit brand extensions.
Keywords: Brand extension, consumer evaluations, low-fit brand extensions, factors enhancing evaluations, marketing strategies
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