Success factors of brand extension.
Kok, Siew Moi.
Low, Lai Yean.
Tan, Moh Hiang.
Date of Issue2002
College of Business (Nanyang Business School)
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.
Final Year Project (FYP)
Nanyang Technological University