دانلود رایگان مقاله انگلیسی ارزیابی تأثیرات بازخورد توسعه برند بر مبنای ارزش برند مادر: صنعت FMCG هندی - Sage 2017

Abstract

Brand extension is an important strategy to utilize the credibility of the brand and to minimize the advertising costs. The strategy is used in various industries these days but fast moving consumer goods (FMCG) is such an industry which lie closer to a consumer, hence the immediate effect of any strategy can be properly viewed in this industry. The study is an attempt to provide a framework to examine the effects of brand extension strategy on parent brand equity. It is based on two real FMCG brands of Indian market and their brand extensions. Two frameworks are shown based on the two brands Saffola and Fortune with a sample size of 285 and 278 respondents, respectively. Structural equation modelling is used to analyze the effectiveness of both the frameworks. The findings indicate that brand extensions do affect parent brand equity. Therefore, extensions should be introduced in such a manner that they help to strengthen parent brand equity.

Limitations and Future Research

The current study identifies few inherent limitations. First, the study is based on only two FMCG brands of the Indian market. The FMCG industry in India is a big industry with thousands of brands. Therefore, the study of two brands limits the generalizability of framework. The second limitation is that the current study is carried out in Delhi which abridges the applicability of results universally. Future studies can be done covering the metropolitan cities of India. Along with the Indian view of brand extension, cross-cultural studies can be carried out in Asian, European and American perspective regarding the spill over effects of brand extension. Third, the current study has not considered the fact that a parent brand can also be affected by several other brand extensions which are present in the market. For example, the other extensions of Saffola are Saffola Muesli and Saffola Salt plus. Similarly, Fortune also has other extensions, such as Fortune besan, Fortune pulses and Fortune soya chunks, which are not covered in the present study.