Abstract:
Purpose- Major aim of this study was to evaluate the impact of parent brands on their brand extensions.
Methodology/sample- The study involved use of questionnaires filled by 300 respondents. The respondent individuals belonged to different age groups, social classes and areas of residence. To analyze the data, ANOVA test was applied.
Findings- our research shows that respondents agree with the fact argument that there is a significant relationship between brand extensions on parent brand. The selected variables for the research are Brand Familiarity, Brand Awareness, Brand Extension, Brand Attitude and Brand image however, other than Brand Attitude all the other variables proved to have a significant impact on Parent Brand Image
