08 خرداد 1403
منيژه بحريني زاد

منیژه بحرینی زاد

مرتبه علمی: دانشیار
نشانی: دانشکده کسب و کار و اقتصاد - گروه مدیریت بازرگانی
تحصیلات: دکترای تخصصی / مدیریت بازرگانی
تلفن: 07733442125
دانشکده: دانشکده کسب و کار و اقتصاد

مشخصات پژوهش

عنوان
مدلی برای تبیین نگرش مصرف کننده نسبت به توسعه برند بر مبنای تصویر برند
نوع پژوهش پارسا
کلیدواژه‌ها
Brannd extension, brand image, consumer perceptions, automotive industry, LISREL structural equation
پژوهشگران علیرضا کامیاب کلاشمی (دانشجو) ، منیژه بحرینی زاد (استاد راهنما) ، عبدالمجید مصلح (استاد مشاور)

چکیده

Context: Brand extension is on of useful strategy in branding. So that today more than 80% of large companies and businesses use of the strategy to introduce new products to the market. This strategy Causes reduce risk, reduce costs and increase cost savings. so study of consumer attitudes towards brand extension and brand image is very important for achieving success in new product extension for the company Brand extension is on of useful strategy in branding. So that today more than 80% of large companies and businesses use of the strategy to introduce new products to the market. This strategy Causes reduce risk, reduce costs and increase cost savings. so study of consumer attitudes towards brand extension and brand image is very important for achieving success in new product extension for the company. Objective: The purpose of this study is designing a model explain brand extension attitude based on brand image. Methodology: In the process of this study, the aim applied research method and is used descriptive-survey which that`s population it is internal automobiles consumer. For data collection, 426 questionnaires were randomly distributed and collected among consumers of these products. Data analyses using the structural equation modeling was performed using LISREL software. Findings: : Result revealed that brand image, perceived fit, brand associations and perceived quality are significant and positive relationship with the brand extension attitude but brand loyalty had no significant relationship with consumer attitudes towards brand extension. As well as brand associations and perceived fit are significant and positive relationship with the brand image. Finally brand image are significant and positive relationship with the brand loyalty and perceived quality. Conclusion: : Internal car companies should to offer a new product to consider the factors influencing on consumer brand extension attitudes. When a company is successful brand extension that could have