global-journal-of-management-and-business-research-e-marketing Global Journal of Management and Business Research - E: Marketing 0975-5853 2249-4588 Global Journals Publishing Group Incorporated 56805 Linfluence De Lextention De La Marque Sur Lattitude Du Consommateur PatouMoise Abba MamoudouHalidou DanielTchignabe CAMEROON 15 01 2020 20 E4 13 21

This research is fitting into the field of the analysis of the consequences of brand extension on the attitude of the consumer. The study was conducted with a sample of 235 individuals, and we came out with the result that, there is a direct and positive impact of the width of a mark, as well as the similarity between extensions on the consumer’s attitude, and the consumer’s familiarity with the brand, has no effect on his attitude. While highlighting the interest for managers to consider, the concept of extension in the management of their brands.

 brand extension consumer attitude rating brand preference. Full Text

This research is fitting into the field of the analysis of the consequences of brand extension on the attitude of the consumer. The study was conducted with a sample of 235 individuals, and we came out with the result that, there is a direct and positive impact of the width of a mark, as well as the similarity between extensions on the consumer's attitude, and the consumer's familiarity with the brand, has no effect on his attitude. While highlighting the interest for managers to consider, the concept of extension in the management of their brands