Author/Authors :
Daryan، Fereydon Mesbahi نويسنده Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran , , Jazani، Dr. Nasrin نويسنده Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran , , Assadolah، Dr. Houshang نويسنده Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran , , Tabriz، Dr. Akbar Alam نويسنده Faculty of Management and Accounting, Shahid Beheshti University, Tehran, Iran ,
Abstract :
Managing intangible assets in recent decades has gained noticeable prominence and brand
as a key intangible asset made brand management as a fundamental issue for most of
company’s activities. Company’s goals regarding brand/s are keeping and utilizing them for
developing their competitive market share. Different strategies are available for such purpose
and brand extension is one of the most important one. In fact brand extension exploits main
brand’s capabilities for developing product portfolios to other categories. Since, brand
extension can have positive and negative effects on main brand’s image, investigation of
influencing factors on extended brand image is a challenging topic in management issues.in
this study, in order to keep generalizability and market oriented approach, vast exploration
has been conducted to develop a model of influencing factors on extended brand image and
then a proposed model has been evaluated in Fast Moving Consuming Goods market.
