Consumer Perception of Internal Brand Extension

A Literature Based Work on Perceived Fit as Determining Factor for Enhancing Consumer Acceptance of Internal Brand Extension

Thèse de Bachelor , 2012 , 33 Pages

Médias / Communication - Relations publiques, Publicité, Marketing, Médias sociaux

In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers.

The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.

Table of Contents

1. Introduction
1.1 Problem Statement
1.2 Purpose of the Work
1.3 Research Request
1.4 Scientific Approach
1.5 Composition

2. Branding
2.1 Purpose of Brands
2.2 Strategic Brand Management Process
2.2.2 Brand Development Strategies
2.2.3 Conceptual Differentiation: Line and Brand Extension

3. Brand Extension
3.1 Purpose
3.2 Internal and External Brand Extension
3.3 Opportunities and Threats

4. The Role of Brands in Brand Extensions
4.1 Consumer Decision-Making
4.2 Brand Knowledge
4.3 Brand Equity
4.3.1 Young and Rubicam’s Brand Asset Evaluator
4.3.2 Customer Equity
4.4 Brand Personality

5. Consumer Acceptance of Brand Extension
5.1 Consumer Perception of Brand Extension
5.1.1 Category-Based Processing
5.1.2 Dominance and Relatedness
5.2 Influencing Successful Brand Extension

6. Perceived Fit
6.1 Definition
6.2 Relevance
6.3 Dimensions
6.4 Influential Factors
6.5 Measuring Fit

7. Conclusion
7.1 Critics
7.2 Findings
7.3 Implementation
7.4 Outlook

8. References
8.1 Books
8.2 Journals

• Université: FH Vienna
• Auteur: Victoria Homeier (Auteur)
• Année de publication: 2012
• Pages: 33
• N° de catalogue: V385115
• ISBN (ebook): 9783668604865
• ISBN (Livre): 9783668604872
• Langue: anglais
• mots-clé: consumer, perception, internal, brand, extension, literature, based, work, perceived, determining, factor, enhancing, acceptance