SUCCESS OF BRAND EXTENSION IN GLOCALIZATION: A MEDIATION AND MODERATION ANALYSIS

Yasir Ali Somro, Muzzaffar Ali Issani


DOI: http://dx.doi.org/10.22555/pbr.v18i4.1118

Abstract


This paper investigates whether brand extension strategy can
be used in glocalized markets and what are the antecedents (Mediating and Moderating variables) of successful brand extension. Glocalization has become a serious concern for managers that as have to manage the global brands with local trends and local brands in global trends. Four independent variables were used while the dependent variable was
“Successful brand extension evaluation”. A self developed questionnaire was filled by 462 respondents by unrestricted non-random sampling.
Hierarchical regression, Single Mediation and Moderation tests were applied on the data. Brand loyalty leads to become Brand evangelist.
Brand Evangelist as mediating variable mediates the relationship
between Brand Loyalty and Successful Brand Extension Evaluation. Also, Parent Brand Experience in the past significantly moderates the relationship between Marketing Support and Successful Brand Extension Evaluation was accepted with Enhancing Moderation.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.