Consumer Evaluation of Brand Extensions: An Assessment from Bangladesh

Journal of Business Administration, Institute of Business Administration, University of Dhaka, Bangladesh, 2007

16 Pages Posted: 21 Oct 2016

See all articles by Humayun Chowdhury

Humayun Chowdhury

North South University - School of Business

Nazrul Islam

Canadian University of Bangladesh

Muzakkerul Huda

Asian University of Bangladesh - School of Business

Date Written: 2007

Abstract

This paper tests Aaker and Keller’s (1990) brand extension model that has been designed and tested in a series of developed economies to see if it applies to Bangladesh, a developing country. A questionnaire was developed using similar rating scales to those used b Aaker and Keller. The dependent variable, the overall attitude toward the extension, was an average of two dimensions: the overall perceived quality of the extension and the purchase probability of buying the extension. ‘Residual Centering’ regression approach was used for analyzing the data. Results suggest that there is some international heterogeneity in the way that consumers evaluate brand extension. Major findings of this study, limitations, and directions for future research have been suggested.

Keywords: Quality, Transfer, Fit, Residual Centering Regression Approach

Suggested Citation

Chowdhury, Humayun and Islam, Nazrul and Huda, Muzakkerul, Consumer Evaluation of Brand Extensions: An Assessment from Bangladesh (2007). Journal of Business Administration, Institute of Business Administration, University of Dhaka, Bangladesh, 2007. Available at SSRN: https://ssrn.com/abstract=2856188

Humayun Chowdhury

North South University - School of Business ( email )

15 Ariful Haque Chowdhury Rd
Bangladesh, Dhaka 1229
United States

Nazrul Islam (Contact Author)

Canadian University of Bangladesh ( email )

House 99, Road 11, Block C, Banani,
Dhaka, 1213
Bangladesh
8801716370643 (Phone)
880258952047 (Fax)

HOME PAGE: http://www.cub.edu.bd

Muzakkerul Huda

Asian University of Bangladesh - School of Business

Bangladesh

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