Brand extension acceptance: succes factors in the healthcare context

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2019-07-04
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en
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Abstract
This research investigates the success factors for brand extension acceptance in the healthcare sector. The aim of this study was to integrate success factors from existing literature and test those in the healthcare sector. The success factors were: perceived fit, perceived similarity, brand trust, brand familiarity, the quality of the parent brand, the parent brand attitude, brand loyalty, brand image, expertise and awareness. Using a partially least squares (PLS) analysis, the conceptual model has been tested with data from a survey of 149 respondents. The empirical results show that brand loyalty, brand awareness, brand image, expertise and brand attitude have direct effects on brand extension acceptance. Furthermore, brand image and brand trust showed indirect effects through brand loyalty. This research results in both theoretical and practical implications for brand extension acceptance in the healthcare sector.
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Faculteit der Managementwetenschappen
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