The Factors Influencing The Trends of Brand Extension (Application on Samsung Trademark)
Keywords:
brand extension strategy، brand familiarity، brand reputation، category consistency، image consistency، Samsung smart bag، attitude towards the extended brand.Abstract
purpose of this study is to investigate the factors that influence the trends of brand extension. The study identified the following factors based on the most prominent previous studies (brand familiarity، brand reputation، perceived consistency of the category، perceived image consistency) as independent variables، while the dependent variable was the trend towards the trademark extension. A questionnaire was distributed on a sample of 400 interviewees. The total number of valid responses was 336، and Samsung trademark was selected to implement the study.
In addition، the Samsung trademark was chosen as a case in the application design. Questions about the familiarity of the participants with the Samsung trademark were tackled، and an investigation into the reputation of the trademark was undertaken. Following the answers of the questions، the idea of the virtual extended product was provided to the participants as a sample of a smart travel bag. Later، we checked the participants’ opinions about the consistency of the category and the image between the proposed Samsung brand and the smart bag as well as their views towards the smart bag.
The participants were asked
The survey found that the Samsung trademark was well-known and well-liked. The participants’ opinions on Samsung's expansion in the production of a smart travel bag were neutral regarding the consistency between the smart travel bag and the Samsung trademark. While on the other hand، the consumer attitudes towards the brand expansion were positive for the new product، a smart travel bag under the trademark Samsung.
Regarding the results of the regression analysis to show the effect of the independent variables in the dependent variable، the study concluded that there is a positive effect of all the independent variables in the dependent variable with a greater effect on the variables of reputation and consistency in the picture.
The study recommended enriching the trademark familiarity by publicity and social media، ongoing monitor of the reputation، and setting up plans that maintain the trademark reputation and products extension which are consistent with the category and image of the parent brand products.
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