This paper is published in Volume-5, Issue-2, 2019
Area
Marketing
Author
Anoushka L Shyamanoor
Org/Univ
Christ University, Bengaluru, Karnataka, India
Pub. Date
28 March, 2019
Paper ID
V5I2-1468
Publisher
Keywords
Parent Brand, Brand Extensions, Parent Brand Consumption, Parent Brand Visibility, Awareness of Brand Extensions, Purchase Decision of Brand Extensions, Performance of Brand Extensions

Citationsacebook

IEEE
Anoushka L Shyamanoor. The impact of parent brand on the brand extensions on the purchase decision in the food industry, International Journal of Advance Research, Ideas and Innovations in Technology, www.IJARIIT.com.

APA
Anoushka L Shyamanoor (2019). The impact of parent brand on the brand extensions on the purchase decision in the food industry. International Journal of Advance Research, Ideas and Innovations in Technology, 5(2) www.IJARIIT.com.

MLA
Anoushka L Shyamanoor. "The impact of parent brand on the brand extensions on the purchase decision in the food industry." International Journal of Advance Research, Ideas and Innovations in Technology 5.2 (2019). www.IJARIIT.com.

Abstract

Brand extension is one of the most used and successful expansion strategy that brands have used and can use to gain advantages in the market. This project focuses mainly on two brands- Cadbury and Kellogg’s- and their brand extensions. Consumers’ viewpoints about the two brand and their extensions were gathered and analysed. The main objective of this research was to understand whether parent brand consumption, parent brand visibility and awareness of brand extensions had an impact on the performance of brand extensions and the purchase decision of brand extensions by consumer.
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