The Effect of Brand Extension Strategies upon Brand Image in the Mobile Market

Abstract

This study analyzes the impact of brand extension strategies upon brand image in the mobile market. Questionnaires were designed to measure variables of the Nokia brand and product fit laptops. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that the brand image quality after implementing the brand extension strategy has been influenced by brand's image before extension, perceived fit between the new product and other products of the brand and the new product acceptance by consumers. But, the influence of the perceived quality of the product on consumer's attitude to new product has been not approved.