消费者对品牌延伸的认知

The Batuk Pub Date : 2019-01-31 DOI:10.3126/batuk.v5i1.27922
S. Shrestha
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引用次数: 0

摘要

本研究试图检视尼泊尔品牌情境下消费者对品牌延伸的评价。该研究的主要目的是如何消费者感知品牌评价在尼泊尔。本研究抽取了200个方便样本。设计结构化问卷来收集数据。使用描述性统计和相关分析来总结数据,检查关系和检验假设。研究证实,品牌延伸与母品牌美誉度、品牌一致性、互补特征、可替代性特征、可转移性特征、消费者创新性和消费者/用户地位等所有预测因子之间存在适度的相关关系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumer Perception Towards Brand Extension
This study attempts to examine consumer evaluation of brand extension in the Nepalese brand context. Major objective of the study was to how consumer perceives brand evaluation in Nepal. Two hundred convenient samples were taken in this study. Structured questionnaires were designed to collect data. Descriptive statistics and correlation analysis was used to summarize the data, to check the relation and to test the hypotheses. The research confirmed moderate correlation among brand extension with all the predictors like parent brand reputation, brand consistency, complementary features, substitutability features, transferability features, consumer innovativeness and consumer/user status.
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