JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Identification and Examination of Effective Factors on Consumers Perceived
Fit Toward Brand Extension of Kerman Pegah Company
Author(s): Zhaleh Zohreh Kermani, Ali Mollahosseini
Citation: Zhaleh Zohreh Kermani, Ali Mollahosseini, (2012) "Identification and Examination of Effective Factors on Consumers Perceived Fit Toward Brand Extension of Kerman Pegah Company," Vol. 6, Iss. 2, pp. 93 - 100
Article Type: Research paper
Publisher: North American Business Press
Brand extension is one of the most common growing strategies in many companies. We wanted to identify some of effective factors on consumers perceived fit toward brand extension of the Kerman Pegah Company and indicate the impact of the consumers' characteristics on the impact of these factors. In this study, we used library method to collect literature. Statistical universe of this study was consumers of the Kerman Pegah Company and statistical sample contains 178 individuals of whom. The data of research, obtained through questionnaire, was analyzed with regression analysis, correlation analysis, T-test and chi-square test. Analyzing the findings of the data indicated that extension marketing strategy, related product associations and non product related associations toward parent brand / extension category influenced consumers perceived fit of brand extension of the Kerman Pegah Company. Increasing the consumer expertise and self monitoring increased the effect of extension marketing strategy. Increasing the age of consumers decreased the effect of extension marketing strategy. Also, increasing expertise of consumers increased the effect of related product associations and the effect of non product related associations on consumers perceived fit. Increasing of self monitoring caused increasing the effect of non product related associations on consumers perceived fit. The findings of this paper can help other companies that may wish to extend their brand to be successful.