Investigating the effect of brand extensions on brand mental image (Case study: Distribution branches of Minoo Foodstuffs in Mazandaran)

Abstract

The aim of the present paper is to study the effect of brand extensions on brand mental image distribution branches of Minoo Foodstuffs in Mazandaran during 2013. In this paper, the effects of the related variables were studied such as the effects of mental image of Initial Brand and its fitness with the perceived one based on the brand extensions approach, its fitness with the mental and its effect between initial and final mental image, the effect of mental fitness based on the brand extensions approach and also the brand extensions approach based on the final mental and the perceived fit based on the brand extensions approach. This paper is a functional and measuring study based on its aim and method, respectively. The method used for collecting data is field as well a standardized questionnaire in the papers of Martinez et al. There are 24 questions in this questionnaire, which were arranged in the form of Likert Scale. The statistical method in this paper is structural equations which were analyzed by Lisrel software. In this paper, 7 hypotheses were presented as all of them were confirmed except 5th one.