Success factors of brand extension.
This project aims to identify the various success factors of brand extension. In our study, the success of a brand extension was measured by the willingness of consumers to purchase the product. Factors such as company profile, extended product, perceived fit, promotion and target market were tested...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Published: |
2008
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/8511 |
| _version_ | 1811681838422294528 |
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| author | Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang. |
| author2 | Xia, Yang |
| author_facet | Xia, Yang Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang. |
| author_sort | Kok, Siew Moi. |
| collection | NTU |
| description | This project aims to identify the various success factors of brand extension. In our study, the success of a brand extension was measured by the willingness of consumers to purchase the product. Factors such as company profile, extended product, perceived fit, promotion and target market were tested to determine how they will affect consumers’ purchase intention of a brand extension. |
| first_indexed | 2024-10-01T03:47:18Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/8511 |
| institution | Nanyang Technological University |
| last_indexed | 2024-10-01T03:47:18Z |
| publishDate | 2008 |
| record_format | dspace |
| spelling | ntu-10356/85112023-05-19T06:24:07Z Success factors of brand extension. Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang. Xia, Yang Nanyang Business School DRNTU::Business::Marketing::Product management This project aims to identify the various success factors of brand extension. In our study, the success of a brand extension was measured by the willingness of consumers to purchase the product. Factors such as company profile, extended product, perceived fit, promotion and target market were tested to determine how they will affect consumers’ purchase intention of a brand extension. 2008-09-24T07:22:06Z 2008-09-24T07:22:06Z 2002 2002 Final Year Project (FYP) http://hdl.handle.net/10356/8511 Nanyang Technological University application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Product management Kok, Siew Moi. Low, Lai Yean. Tan, Moh Hiang. Success factors of brand extension. |
| title | Success factors of brand extension. |
| title_full | Success factors of brand extension. |
| title_fullStr | Success factors of brand extension. |
| title_full_unstemmed | Success factors of brand extension. |
| title_short | Success factors of brand extension. |
| title_sort | success factors of brand extension |
| topic | DRNTU::Business::Marketing::Product management |
| url | http://hdl.handle.net/10356/8511 |
| work_keys_str_mv | AT koksiewmoi successfactorsofbrandextension AT lowlaiyean successfactorsofbrandextension AT tanmohhiang successfactorsofbrandextension |