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Antecedents of Brand Extension Success in Glocalization: A Mediation and Moderation Analysis

Thesis Info

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External Link

Author

Soomro, Yasir Ali

Program

PhD

Institute

Iqra University

City

Karachi

Province

Sindh

Country

Pakistan

Thesis Completing Year

2015

Thesis Completion Status

Completed

Subject

Applied Sciences

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/6691/1/Yasir%20Ali%20Soomro%2816036%29final.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676725503494

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This research is focused on finding whether brand extension strategy can be used in this glocalized markets and what are the antecedents (Mediating and Moderating variables) of successful brand extension? Glocalization has become a serious concern for managers that they have to manage the global brands with local trends and local brands in the global trends. Brand extension is a strategy in which new products can be launched under existing brand name due to which multinational and local firms expects that their consumers will respond to the product either positively or negatively because they are already familiar of the existing brand name or the parent brand. Two actual real time brands one representing close extension and other an example of distance extension has been used in this research and the sample respondents have been selected in a way that it is a good representation of population. No such broad and empirical research on brand extension in Pakistani context has been carried out. The independent variables used in this study are (1) Consumer Perceived Brand Concept, (2) Brand Image (3) Brand loyalty (4) Brand Evangelist (5) Parent Brand Conviction (6) Perceived Risk of unknown (7) Marketing support (8) Parent Brand Experience (9) Consumer Perceived Fit and dependent variable was Successful brand extension evaluation. Self developed questionnaire with items adapted from various past studies was self administrated among the sample respondents by simple random sampling. For close (Sufi Frozen Food) extension 464 sample respondents filled questionnaire. For Distance (Guard Rice) extension 432 respondents filled out questionnaire. Questionnaire was distributed outside famous big retail grocery stores like Agha‟s , Naheed, Chaseup and Imtiaz store located in Clifton Schon Circle, Shaheed-e-Millat Road and KPT Interchange respectively. 27 hypotheses were formulated for Close and Distance extensions. Data screening was performed on the data collected like Missing values, Aberrant values, detecting outliers (Mahalanobis distance) from the respondents, Normality test and questionnaire reliability. Cronbach Alpha was taken out of 37 question items and instrument revealed reliability with score greater than 0.6. Hierarchical regression, Single Mediation, Multi mediation (Sobel Test, Preacher & Hayes test) and Moderation analysis were applied to test the hypotheses. After test run lot of new concepts have unfold which are important to know before one opts for brand extension strategy in the glocal market context. Results reveal previous parent brand image built does not affect the consumer evaluation and hence managers should not worry about the past positive or negative image while deciding to use brand extension strategy for close or distance extension for brand development. Perceived Risk of Unknown as moderator does not moderate the relationship between Brand Image and Success of Brand Extension Evaluation. It means that these days consumers in Pakistan are not worried to put their money on unknown brand.
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عبدالرحمن ناصر اصلاحی

عبدالرحمان ناصر اصلاحی
افسوس، مدرسۃ الاصلاح اور جامعہ ملیہ اسلامیہ کے تعلق کی ایک اہم یادگارنہ رہی، مولانا عبدالرحمان ناصر اصلاحی جامعی کی قریب ایک صدی کی حیات مستعار پوری ہوئی، اناﷲ، ان کی شخصیت کی طرح ان کا قلم بڑا شگفتہ تھا، پروفیسر عبداللطیف اعظمی کے ہم درس تھے اور ڈاکٹر ذاکر حسین اور پروفیسر مجیب جیسے نامور اساتذہ سے اکتساب فیض کیا تھا، پروفیسر خلیل الرحمان اعظمی کے ہم وطن بھی تھے اور ہمدم وہم ساز بھی، جب تک صحت نے ساتھ دیا، دارالمصنفین آتے جاتے رہے، اب وہ اﷲ تعالیٰ کے جوار رحمت میں ہیں، قارئین سے بھی مغفرت کی دعاؤں کی درخواست ہے۔ (عبد السلام قدوائی، جنوری ۲۰۰۹ء)

 

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This study aimed to analyze the required cognitive skills of the 8th and 10th grades General Science examination questions and patterns of actual cognitive conceptual frameworks in accordance with the Revised Bloom’s Taxonomy and Piagets’ conceptual frameworks and attitude towards learning of science. Along with that, this study was also focused on exploring the effect of the gap between the examination questions’ difficulty level and students’ Piagetian conceptual frameworks on science achievement and students’ attitude towards learning science. From 23 districts of Sindh province, two districts (Sukkur & Khairpur) were conveniently selected for data collection. The data were collected from 564 8th and 10th graders of 27 elementary and high schools (N= 564: Male = 308, Female = 256, Urban = 258, Rural = 306, 8th graders = 394, 10th graders =170, Elementary school children =362, High school children =202, Sukkur = 255, Khairpur 309). Revised Bloom’s Taxonomy (RBT) was applied to break down the 8th grade General Science examination viii questions in terms of Piagetian conceptual frameworks. Cognitive Science Achievement Test (CSAT) based on the Revised Bloom’s Taxonomy (RBT) was applied to measure the students’ scores in science. The attitude of the students was measured by Teaching of Science Related Attitudes (TOSRA, Fraser, 1981) a five point Likert scale, whereas the existing Piagetian conceptual frameworks of the students were measured by administering of the Group Assessment of Logical Thinking (GALT) Test. Both research instruments (TOSRA, GALT Test) were translated in Sindhi and Urdu (Regional and national language) and were personally administered by the researcher to ensure the reliability and a high rate of return of data. The gap between cognitive difficulty levels of the 8th grade General Science examination questions and existing Piagetian conceptual frameworks of students in 8th grade was calculated. 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