Impact of Product Line Extension on Parent Brand Image: Case of Unilever Hyderabad, Pakistan

Abstract

The main purpose of this paper is to explore the impact of brand extension on the brand image of the company. This was divided into three objectives, evaluating the impact after extension of the parent brand change in customer attitude, assessing the effect of perceived quality on the parent brand after extension, and to determine brand dilution effect on the parent brand after extension. This study is based on 4 variables three are independent variables (customer attitude, perceived quality, brand dilution) and one is dependent variable which is (brand image). Here customer attitude is defined as intellectual awareness of customers about new products and brand extensions, perceived quality is defined as perception of customer about overall quality of a product or service , and brand dilution is when a firm loses its brand association with a new market segment, product area, quality or price. The dependent variable brand image is defined as bundle of associations customers have of a brand. This study includes systematic literature review from different scholars with an empirical analysis of data drawn from users of Unilever products from Hyderabad region. The target population of the study was 220 respondents. Data is collected from respondents through self-administered questionnaires. Sampling technique is purposive sampling which is a non-probability sample. Data analysis was done through reliability test and regression, ANOVA was used and correlation as well used to measure our result.