| dc.description.abstract | With the overall purpose of studying the customer evaluation of brand extension in Vietnam, this thesis used MobiFone Corporation, a Vietnamese telecommunications service provider, as a case study to find out the factors that have affects customer evaluation of brand extension.
The research model of this thesis, which was adapted from Sığırcı and Yalçın (2010), has four independent variables, which are the familiarity with parent brand, the attitude toward parent brand, the parent brand specific associations, and the fit perceived between brand extension and parent brand, and one dependent variable, which is customer evaluation of brand extension. The quantitative method was applied and a survey was conducted. Additionally, the respondents were chosen based on the selective sampling method since this study focused on only MobiFone subscribers. They were from both genders, from 16 to 65 years old, and had diverse careers and income levels. However, before carrying out the main survey, a pretest was conducted to find out the parent brand specific association which was then used to design the main questionnaire. All the data collected was tested and analyzed using reliability test, Exploratory Factor Analysis, correlation analysis, and finally, regression analysis. As a result, after the data analysis, the attitude toward parent brand and the fit perceived between brand extension and parent brand are the factors which affect customer evaluation of brand extension. Although the correlation analysis found that there were relationships between the familiarity with the parent brand and the specific associations of the parent brand and the evaluation of brand extension, the regression analysis showed no direct effect between those two variables and the brand extension evaluation.
To conclude, based on the results of the study, a conclusion and some recommendations were provided to help managers and strategists create more successful brand extensions in the future. | en_US |
