Linfluence De Lextention De La Marque Sur Lattitude Du Consommateur

Moise Abba Patou; Halidou Mamoudou; Tchignabe Daniel

Linfluence De Lextention De La Marque Sur Lattitude Du Consommateur

Moise Abba Patou * §

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Halidou Mamoudou

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Tchingnabe Daniel

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University of Maroua

Linfluence De Lextention De La Marque Sur Lattitude Du Consommateur

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Abstract

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.

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45 Cites in Article

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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Moise Patou, Halidou Mamoudou, Tchignabe Daniel. 2020. "Linfluence De Lextention De La Marque Sur Lattitude Du Consommateur". Global Journal of Management and Business Research, Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 20 (GJMBR Volume 20 Issue E4).

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GJMBR Volume 20 Issue E4

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M39

Submission ReceivedDecember 10, 2019
Peer Review Double Blind
Handling Editor
Accepted January 3, 2020
Published January 15, 2020

Version of record

v1.2

Issue date

August 22, 2020

Language

French

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