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VOL. 9, ISSUE 5 (2023)
Understanding consumer perceptions of brand determinants in service sector brand extension
Authors
V Vetrivel, S Deepa, K Vinayagam, A Gokulakrishnan, K Thirumalvalavan
Abstract
In today's digital era, where consumers are bombarded with countless
choices and options, brands play a crucial role in capturing their attention
and loyalty. But what does it take for a brand to stand out from the crowd? How
can a brand extend its reach into new markets while maintaining its core
identity? In this paper we will investigate the fascinating concept of brand
extension in the service sector, specifically focusing on home appliances. We
will explore how consumers perceive various determinants of brands such as
awareness, position, loyalty, trust, association, and image. By conducting
thorough research using both qualitative and quantitative methods, we can gain
valuable insights into consumer perceptions of key determinants like
trustworthiness or quality when considering purchasing an extended service
sector brand. Based on our findings from this study, we suggest several
strategies that companies can employ to improve their success with branding
extensions such as focusing on maintaining consistent messaging across all
products; ensuring top-notch customer service throughout the customer journey;
developing unique selling propositions that differentiate them from
competitors; leveraging positive associations with existing product lines;
actively seeking feedback from customers on new offerings; and continuously
monitoring consumer sentiment towards the extended brands.
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Pages:1-5
How to cite this article:
V Vetrivel, S Deepa, K Vinayagam, A Gokulakrishnan, K Thirumalvalavan "Understanding consumer perceptions of brand determinants in service sector brand extension". International Journal of Commerce and Management Research, Vol 9, Issue 5, 2023, Pages 1-5
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