Brand Extensions of Fast Moving Consumer Goods - Consumers' Attitudes in Cross-cultural Environment
by Siddiqua, Fahima
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Brand extension has been reported to be both positive and negatively influenced by the parent brand factors e.g., perceived quality, reputation etc. The causes of such influences are not well understood. In multinational countries such influences are complex to understand due mainly to the differences in consumers cultures affecting their attitudes towards the evaluations of brand extension. This research was carried out in the Republic of Ireland to investigate whether the consumers cultures influence their evaluations to the extension of Fast Moving Consumer Goods (FMCGs). A mixed methodology was employed to understand consumers attitudes towards the evaluations of brand extensions. As a qualitative research, focus group participants were selected from two cultural groups: Western and Eastern, to know their perceptions about what they think of parent brand (Coca-Cola) and possible brand extensions (Coca-Cola juice, biscuit and ice-cream). Further, as a quantitative research, consumer pilot survey was carried out using personal administered questionnaire and postal interview method to collect data from 120 respondents of two cultural groups.
Jahangir, Mohammad Mofizur Rahman
Mrs. Fahima Siddiqua was born at Feni in Bangladesh in 1979. She has completed her graduation in Agricultural Economics and Masters in Agril. Marketing at Bangladesh Agricultural University. Mrs. Siddiqua has recently completed MBA at Institute of Technology Carlow, Ireland. She is interested to continue her research career in Marketing Strategy.
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LAP Lambert Academic Publishing
0.22 x 0.15 x 0.007 m; 0.227 kg