Brand Extension

This book explores the mediating role of brand extension in the relationship between a company's brand and brand equity. It examines how customer mindsets-whether supportive, neutral, or opposed-impact the link between product mix and brand image. The study highlights challenges faced by major electronics brands in crafting product mix or brand extension strategies and their influence on company growth. Additionally, it discusses limitations of marketing research, including changing consumer behavior, time constraints, costs, and data accuracy, emphasizing the need for effective data scheduling to aid decision-making.

Autorentext

O Dr. S. Sivaneshwaran é Professor Assistente no Sri Krishna Arts and Science College, Coimbatore, com especialização em Gestão de Marketing. Publicou inúmeros trabalhos de investigação sobre publicidade em linha, banca e comportamento do consumidor e apresentou trabalhos em várias conferências nacionais e internacionais.