Determinants of brand extension success: An empirical evidence from Pakistan's paint industry

Le résumé fourni par la source

This study empirically examines the key determinants of brand extension success within Pakistan’s paint industry, focusing on the effects of parent brand equity, brand credibility, and perceived extension fit on consumers’ attitudes toward brand extension. Although brand extension has been widely investigated in developed countries (US, UK & Europe), evidence from developing economies and industrial sectors remains limited. Addressing this gap, the study contextualises brand extension dynamics within Pakistan’s competitive and socio-economic environment. The study adopted quantitative research design. Primary data were collected through a structured questionnaire administered to 712 consumers of Nippon Paint Pakistan. Measurement scales for brand equity dimensions, brand credibility, and perceived fit were adapted from established literature. Data were analysed using analytical tool (SPSS). The findings revealed that parent brand equity has a significant positive influence on consumer attitudes toward brand extension. Brand credibility and perceived fit also emerged as strong predictors of favourable extension evaluations. The results highlighted the importance of trust, quality perceptions, and functional congruence in reducing perceived risk and enhancing extension acceptance. The study offers valuable managerial insights and extends consumer-based brand equity theory, signaling theory and perceived fit model by providing context-specific empirical evidence from Pakistan’s paint industry.

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