The Effect of Brand Extension Strategy on Its Image: The Case of Majid Brand

This descriptive-correlational study examined the effect of brand extension on current image in the scope of Tabriz Majid products in the city of Tabriz. The study population comprised consumers of Majid products and fans of Tractorsazi, and the sample size was 380 persons. A simple random sampling method and an infinite population formula were used as well as a five-option Likert questionnaire. Its reliability was measured at 0.71 by Cronbach s alpha coefficient. The Spearman ranking correlation coefficient test and structural equations model, available on SPSS and LISREL software packages, were used to analyze the data. The most important results of the study indicate that extension attitude affects brand image. Furthermore, initial brand communications and perceived fitness between the new product and other products (category fitness) or brand image (image fitness) can improve and affect consumer attitude.