ISSN: 2222-6990
Open access
This study analyzes the impact of brand extension strategies upon Competitive Advantage in Service Companies from Costumers point of View among Parsian Bank and its Affiliated Service Companies in Isfahan City. In this study, for collecting data a questionnaire was used. The samples were selected randomly. Also, SPSS and Amos software were used to analyze data and test hypotheses. The results indicate that the probability of success and acceptance of brand extension in order to have a competitive advantage Influenced by the Perceived product quality, perceived fit between the extended product and other products of the brand and consumer's attitude to extension. Also, the consumer's attitude to extension has been affected by Perceived product quality and perceived fit in this study.
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Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
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