Brand Extensions in Indian Context : The Impact of Brand Extensions on New Product Choice

Language: English

Published by LAP Lambert Academic Publishing, 2012

3848429837 / 9783848429837

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Seller: AHA-BUCH GmbH, Einbeck, GermanyAHA-BUCH GmbH

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Softcover

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nach der Bestellung gedruckt Neuware - Printed after ordering - Marketers have recognized that strong brands can be leveraged through brand extensions. There is reliance on brand extensions while launching new products. The book covers consumer evaluation of brand extension in hypothetical categories in an Indian context. In addition, Employee's perception, distributor study, retailer study and experimental study is part of the book. The book intends to offer very interesting insights to marketing students. The success evaluations of Lux is compared with that of Nirma in deodarant category; Amul is compared with Maggi in Potato Chips category, LIC is comapared with Reliance in banking categort Bajaj in car and Tata in bikes category. Although this appears hypothetical extensions, many of the extensions have become reality and will become reality in future. The study also captures the evaluation of India Post in Banking category.

Seller Inventory # 9783848429837

Title
Brand Extensions in Indian Context : The Impact of Brand Extensions on New Product Choice
Author
Dhananjay Bapat
Publisher
LAP Lambert Academic Publishing
Publication year
2012
Condition
Neu
Binding
Taschenbuch
Language
English
ISBN 10
3848429837
ISBN 13
9783848429837
Item weight
302 grams
Dimensions
22.00x15.00x1.10 cm

AHA-BUCH GmbH

Einbeck, Germany

5-star seller

AbeBooks seller since August 14, 2006

Shipping rates from Germany to U.S.A.

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