PurposeThe purpose of this paper is to examine situations in which brand extensions are likely to dilute beliefs associated with family brands.Design/methodology/approachHypotheses are developed and tested in a consumer survey that included experimental and control groups.FindingsThe findings show the congruity of the extension with the family brand is an important factor, the absence of which increases the chances of dilution of the family brand. Perceived success/failure of the extension is a more important factor that also enhances or dilutes the image of the family brand.Research limitations/implicationsBrand names can be hurt by brand extensions, which contain attributes incompatible with or negating favorable family brand beliefs.Practical implicationsIf managers feel the dilution is occurring because of an extension, they can increase perceptions that the extension is atypical of the family brand.Originality/valueThis paper identifies certain key attributes of extensions that, if ignored, may dilute the image of the family brand.
Online shopping is the new trend and is quickly becoming an integral part of our lifestyle. Due to the internet revolution and massive e-commerce usage by traders, online shopping has seen mammoth growth in recent years. In today's intensely competitive and dynamic environment with technological innovation in every sphere, knowing the consumer mind is the most daunting task for the success of any business. In this backdrop, the researchers have developed a neural network model. They have also made an attempt to classify the customers into two disjoint classes that are interested and uninterested online customers regarding purchase of home appliances through internet in and around Kolkata based on five demographic attributes, namely age, gender, place of residence, occupation, and income. The paper also focuses to optimise the parameters of the proposed neural network and test the efficiency of the constructed model and compare the result by reviewing the existing literatures on the related topic.
In the Indian economy, the Micro, Small and Medium Enterprises (MSMEs) form the backbone of inclusive growth. After liberalization, the MSME sector is facing a complex mix of opportunities and challenges. Despite its significant contributions, the MSME sector remains neglected due to its weak marketing and branding. A majority of start-ups fail shortly after inception. The present research is an attempt to identify the significant factors responsible for the development of sustainable brands of the MSME sector and to estimate the impact of these factors on firm performance.
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