Brand Extension: a study of consumer perception & attitude

Exploring the dynamics of brand extensions, this study investigates how established brand names influence consumer attitudes toward new products, particularly in the apparel sector in Bilaspur. It focuses on the relationship between parent brand loyalty and consumer responses to extensions, revealing that motivations for positive reception vary across industries. Through in-depth interviews with 100 randomly selected participants, the research aims to provide insights into consumer perceptions and the effectiveness of brand extension strategies in marketing.