ارزيابي تاثير تصوير ذهني ادراك شده مصرف كنندگان از شركت بر تعميم نام تجاري

Evaluating the Influence of Consumersʹ Perceived Corporate Image on Brand Extensions

The paper presented here provides a new perspective in the study of brand extensions in the service and goods sectors, which has become a popular strategy for launching new products. Specifically, the paper proposes and estimates a model that shows how potential consumers evaluate product extensions. Consumersʹ attitude and evaluation regards eight new products, two real brands in bank service and two real brands in FMCG sectors, by using a questionnaire method of data gathering. The findings show that the corporate image affects both the perceived product quality and the perceived fit between the new product and the parent brand, which in turn affects attitudes towards the extension. Moreover, perceived product quality affects the perceived fit between the new product and the parent brand.