Examination of the impact of brand elements on consumers’ attitude & behaviour toward extended brand (Case study: Kaleh meat and dairy products company)

Abstract

Consumers' evaluations and perceptions of brand, form the principles of brand purchase decisions and brand trust; and as the value of the brand in the minds of consumers gets stronger, greater benefits can be obtained from consumers. The current study analyzes the impact of brand equity and brand elements on consumers' attitudes toward brand extension. The statistical population of this study is the consumers and customers in the food industry (Kaleh company products) in the city of Isfahan. Data collection instrument is questionnaire, and correlation coefficient was used for analyzing hypotheses and identifying the extent and intensity of the relationships between variables. Besides, in order to investigate conceptual framework fitness, the structural equation modeling technique was used. The results show that brand awareness, brand image and brand loyalty have a positive impact on consumer’s behavior, and brand associations and brand personality have a positive impact on consumer's attitude. Findings indicate that gender is effective on their attitudes toward brand extension.

Keywords

• Brand equity
• brand extension
• Brand Personality
• consumer attitude