DC Field | Value | Language |
dc.contributor.author | KIFLU, GEDIYON | - |
dc.date.accessioned | 2019-01-01T07:49:58Z | - |
dc.date.available | 2019-01-01T07:49:58Z | - |
dc.date.issued | 2018-06 | - |
dc.identifier.uri | . | - |
dc.identifier.uri | http://hdl.handle.net/123456789/4105 | - |
dc.description.abstract | The research paper has taken one of the most important topics in marketing management;
assessment of brand extension evaluation in case of Tecno Mobile in the market of Addis Ababa.
The general objective is to assess the factors consumers consider while making brand extension
evaluation. The specific objectives are to assess the influence of that a brand image on consumer
brand extension evaluation and to assess the influence consumer brand extension evaluation has
on parent brand. The type of research design used in this study is qualitative/ descriptive. Both
primary and secondary data collection method were used. The primary data was gathered
through questionnaires and interviews. The secondary data came from previously written
materials about Tecno Mobile and the company website. The population was undefined and
therefore a probability sampling technique specifically convenience sampling method was used
to choose those one hundred fifty respondents, these respondents taken from selected five Tecno
mobile show rooms in the Addis Ababa market only. Namely, the show rooms found in Piasa,
Megenagna, Bole, Merkato, and Saris. The major findings of the paper are that consumers
positively evaluate a brand extension when it is complementary and supplementary to the parent
product and negatively when it is substitute. The other finding of this research paper is that how
interdependent the reputation of a parent product and reputation of an extended product are
regarding consumer evaluation. This research paper recommends companies to take a due when
it comes to brand extension because it has a far reaching effect. | en_US |
dc.language.iso | en | en_US |
dc.publisher | St. Mary's University | en_US |
dc.subject | Brand extension, consumer, attitude/evaluation, parent brand | en_US |
dc.subject | reputation, complement, substitute and supplement. | en_US |
dc.title | ASSESSMENT OF BRAND EXTENSION EVALUATION THE CASE OF TECNO MOBILE CONSUMERS PERSPECTIVE | en_US |
dc.type | Thesis | en_US |
Appears in Collections: | Marketing Management
|