n African Journal of Business and Economic Research - Consumer evaluation of brand extension : the Nigerian perspective

Volume 5, Issue 1
  • ISSN : 1750-4554
  • E-ISSN: 1750-4562


Brand Extension is a common marketing strategy of introducing new products by companies in a highly dynamic business environment. It is parts of the strategies often used by companies to reduce new product failure. In this study, attempts are made to explore the determinants of brand extension in a developing country like Nigeria. Specifically, the impact of parent brand reputation and similarity fit between the parent brand and the extended categories are explored both in fast moving consumer group products and services. These relationships are tested using correlation analysis and regression model. The relationships among similarity fit, brand reputation, and perceived service quality are established.

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