A Survey of Effective Factors on Evaluating Consumers, Attitude towards Brand Extension

Brand extensions have been a popular strategy for many companies for many years. Its success depends on the acceptance and evaluations of consumers about brand extension. Thus، the aim of this study is to investigation the effective factors on consumers’ evaluation of brand extension of Barez Tire in Kerman-Iran. The population for this study included the consumers of Barez Tire in Kerman. The sample size is 171 people; random sampling method and infinite population formula were adopted to estimate the sample. The data were collected through a standard questionnaire. Its reliability was measured by Alpha Cronbach. Moreover، library and field methods research were employed to gathering the data needed. The present descriptive and correlation study is a developmental and functional research. For data analysis، descriptive statistics including the statistical parameters such as frequency، charts and diagrams and inferential statistical section including tests K-M، univariate analysis of variance، Paired-Sample T-test، regression، Confirmatory Factor Analysis and structural equation modeling in SPSS and LISREL were utilized. The results revealed that Brand Loyalty، Brand Experience، Brand Trust، Brand Satisfaction، Brand image، Brand Perceived fit and Brand Equity significantly affected the consumers’ evaluation of brand extension. However، brand satisfaction and brand experience were more influential than other factors.