Consumer Evaluation of Brand Extensions: Can Online Brands be extended to Offline Markets

Abstract

As the competition increases in the markets the organizations are focusing on introducing new products into new markets and hence going beyond the actual trade of business they have. The organizations attempt to decrease the danger joined with the starting of the new item by utilizing the same brand name, which empowers the brand value of the existing brand to be exchanged to the new item. Within due time the brand extensions have become popular not only in the offline markets but also in the area of online markets as the companies are extending their brands to an online market place. From studying the recent trend we have concluded that the reverse is also possible in this case as the online brands can also be extended to the offline markets and benefit from them. This study will help us understand that whether the extension of online products is successful in the offline markets from the consumer’s perspective. With the help of this study we will be making a model using the factors related to the evaluation of the consumers regarding brand extensions which were extracted from the previous researches and some from the online branding that are applied to this context. An empirical data survey is conducted using regression analysis on the online brands and their extensions in order to study the attitude of consumers towards the brand extensions. The effects indicated that the mentality of the buyer towards the logged off amplifications could be considered by alluding to the variables like item likeness, the exchange of enthusiastic acquaintanceships with the guardian fresh out of the box new item, the showcasing back accepted by the development and the level of contribution by the customers so as to make those expansions. As a result of these findings the offline brands success will completely depend on how the managers build a brand with strong personality, organizational relationships with the consumers and also the keeping in view the marketing strategies that will help in reinforcing the original believes that are associated with the parent brand and transfer them to the new brand extension.