FORE School of Management

Project Report First Draft

The impact of parent brand attribute associations and affect on brand extension evaluation
Advanced Marketing Research

Submitted byGroup 2 Avtar Singh Mayank Jain Saurabh Arora FMG 19

Project Title
The impact of parent brand attribute associations and affect on brand extension evaluation

Reference Research Paper

Bhat, S., Reddy, S. K., 2001. The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research 53, 111-122.

Introduction
This project aims to specify the role of parent brand attribute beliefs and affect in consumers initial evaluation of a brand extension was proposed and tested using hypothetical extensions of different brands. This study suggests a more prominent role for parent brand attribute associations than for parent brand affect in extension attitude formation that had been presumed in the literature. Further, the study documents the importance of an extensions fit with the parents image while at the same time suggesting that similarity of the product categories of the extension and the parent is of no consequence in extension evaluation.

Research Methodology
1. A conceptual model of extension evaluation would be tested using hypothetical, yet believable, extensions of real brands. 2. A number of pretests would be used to select extensions that vary in terms of their durability/non-durability and their functionality/symbolism to test the generalizability of the proposed model, and to develop scales for the dimensions of perceived fit. 3. Pretest 1 - The main objective of this pretest is to select a symbolic brand and a functional brand from a single product category. 4. Pretest 2 - The objective in this pretest is to make sure that the stimuli extensions are a reasonable fit with the parent brand. 5. Pretest 3 - This pretest sought to identify the dimensions, if any, of the construct of Perceived Fit, and develop measures for these dimensions for use in the final study. 6. Main Study Data collection Questionnaire method would be used collect the data from the sample

Proposed Statistical tools/methods to be used

Structural equation model Goodness of fit test