{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,7]],"date-time":"2026-03-07T12:34:08Z","timestamp":1772886848199,"version":"3.50.1"},"reference-count":60,"publisher":"IGI Global","issue":"4","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2020,10]]},"abstract":"<jats:p>Brand extension is an important cost-effective marketing method to offer new products. However, ordinary Least Square regression with control variables has been applied for estimation of variable coefficients. In the study, consumer evaluation of brand extension in Pakistan is dependent on quality of the original brand, substitutability of the extension with the original brand in certain usage situation and helpfulness of people, facilities and skills used in developing, refining and making the original brand for constructing its extension. Furthermore, other independent variables including complementarity, difficulty and moderating the role of quality of the original brand with fit attributes has been found irrelevant for determining consumer evaluation of brand extension in Pakistan. The author has found an expected significant outcome on the ideal point effect of substitutability at 15%.<\/jats:p>","DOI":"10.4018\/ijabim.2020100106","type":"journal-article","created":{"date-parts":[[2020,11,30]],"date-time":"2020-11-30T14:21:07Z","timestamp":1606746067000},"page":"71-84","source":"Crossref","is-referenced-by-count":21,"title":["Attributes Ensuring Positive Consumer Evaluation in Brand Extension of Pakistan"],"prefix":"10.4018","volume":"11","author":[{"given":"Malik Shahzad","family":"Shabbir","sequence":"first","affiliation":[{"name":"University of Lahore, Pakistan"}]}],"member":"2432","reference":[{"issue":"4","key":"IJABIM.2020100106-0","first-page":"47","article-title":"Brand Extensions: The Good, the Bad, and the Ugly","volume":"31","author":"D. A.Aaker","year":"1990","journal-title":"Sloan Management Review"},{"key":"IJABIM.2020100106-1","doi-asserted-by":"publisher","DOI":"10.1177\/002224299005400102"},{"key":"IJABIM.2020100106-2","author":"A.Ahmad","year":"2009","journal-title":"Impact of Brand Loyalty on Brand Extension"},{"key":"IJABIM.2020100106-3","author":"N.Alexandre-Bourhis","year":"1994","journal-title":"L\u2019evaluation Des Extensions De Marque Par Les Consommateurs: Une Etude Empirique"},{"key":"IJABIM.2020100106-4","doi-asserted-by":"publisher","DOI":"10.1108\/09604520810871865"},{"key":"IJABIM.2020100106-5","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhm.2012.05.004"},{"key":"IJABIM.2020100106-6","doi-asserted-by":"publisher","DOI":"10.1080\/02642060500358761"},{"issue":"1","key":"IJABIM.2020100106-7","article-title":"Consumer perceptions of brand extensions: Generalising Aaker & Keller\u2019s model.","volume":"4","author":"J.Barret","year":"1999","journal-title":"Journal of Empirical Generalisations in Marketing Science"},{"key":"IJABIM.2020100106-8","unstructured":"Bergandaa, M. (Ed.). Holden, S.J.S., & Barwise, P. (1995b). An Empirical Investigation of What It Means to Generalise. In Proceedings of the24th. EMAC Conference (Vol. 1). ESSEC."},{"key":"IJABIM.2020100106-9","doi-asserted-by":"publisher","DOI":"10.1108\/03090561111095658"},{"issue":"4","key":"IJABIM.2020100106-10","doi-asserted-by":"crossref","first-page":"365","DOI":"10.1016\/S0167-8116(96)00018-3","article-title":"The Formation of Attitudes Towards Brand Extensions: Testing and Generalizing Aaker and Keller\u2019s Model.","volume":"13","author":"P. A.Bottomley","year":"1996","journal-title":"International Journal of Research in Marketing"},{"key":"IJABIM.2020100106-11","doi-asserted-by":"publisher","DOI":"10.1080\/02642060902793557"},{"key":"IJABIM.2020100106-12","unstructured":"Clark, M. S., & Fiske, S. T. (Eds.). Mandler, George (1982), \u201cThe Structure of Value: Accounting for Taste. In Affect and Cognition:The Seventeenth Annual Carnegie Symposium on Cognition. Hillsdale, NJ: L. Erlbaum Associates."},{"issue":"1","key":"IJABIM.2020100106-13","first-page":"94","article-title":"The Role of Affect in Categorization: Towards a Reconsideration of the Concept of Attitude","volume":"9","author":"J. B.Cohen","year":"1982","journal-title":"Advances in Consumer Research. Association for Consumer Research (U. S.)"},{"key":"IJABIM.2020100106-14","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-8116(02)00124-6"},{"key":"IJABIM.2020100106-15","unstructured":"Durrani, M., & Hussain, S. A. (2009). Brand Extension in Pakistan: Insight from Brand Manager Perspective [Master Thesis]. Jonkoping International Business School, Sweden."},{"key":"IJABIM.2020100106-16","article-title":"Multicollinearity in Moderated Regression Models: A Critical Analysis of the Residual-Centering Method.","author":"R.Echambadi","year":"2004","journal-title":"JMR, Journal of Marketing Research"},{"issue":"5","key":"IJABIM.2020100106-17","first-page":"1","article-title":"The impact of terrorism and economic shocks on U.S. hotels.","volume":"11","author":"C.Enz","year":"2011","journal-title":"Cornell Hospitality Report"},{"key":"IJABIM.2020100106-18","doi-asserted-by":"publisher","DOI":"10.1108\/00070700610682337"},{"key":"IJABIM.2020100106-19","first-page":"395","article-title":"Consumer Evaluations of Brand Extensions: Empirical Evidences from China","volume":"5","author":"G.Fu","year":"2002","journal-title":"Asia Pacific Advances in Consumer Research"},{"key":"IJABIM.2020100106-20","doi-asserted-by":"publisher","DOI":"10.1108\/03090560210445245"},{"key":"IJABIM.2020100106-21","doi-asserted-by":"publisher","DOI":"10.1086\/208570"},{"key":"IJABIM.2020100106-22","doi-asserted-by":"publisher","DOI":"10.1590\/S0034-759020140304"},{"key":"IJABIM.2020100106-23","unstructured":"Jalees, T. & Ali, T. (2008). How Do Consumers Evaluate Brand Extension: A Five Factor Approach. Market Forces, (July), 9-17."},{"key":"IJABIM.2020100106-24","author":"J. N.Kapferer","year":"2008","journal-title":"The new strategic brand management: creating and sustaining brand equity long term"},{"key":"IJABIM.2020100106-25","unstructured":"Kimes, S. E. (2009). Hotel revenue management in an economic downturn: Results from an international study. The Center for Hospitality Research, 9(12)."},{"key":"IJABIM.2020100106-26","unstructured":"Kotler, P., & Armstrong, G. (2005). Principles of Marketing (11th ed.). New Delhi: Prentice hall of India Private Limited."},{"key":"IJABIM.2020100106-27","doi-asserted-by":"publisher","DOI":"10.1177\/014662168801200205"},{"key":"IJABIM.2020100106-28","doi-asserted-by":"publisher","DOI":"10.1007\/s10603-011-9186-1"},{"key":"IJABIM.2020100106-29","doi-asserted-by":"publisher","DOI":"10.1016\/j.jbusres.2007.06.006"},{"key":"IJABIM.2020100106-30","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijinfomgt.2014.02.004"},{"key":"IJABIM.2020100106-31","first-page":"133","article-title":"Categorization theory and research in consumer psychology","author":"B.Loken","year":"2008","journal-title":"Handbook of consumer psychology"},{"key":"IJABIM.2020100106-32","doi-asserted-by":"publisher","DOI":"10.1145\/1935826.1935877"},{"key":"IJABIM.2020100106-33","doi-asserted-by":"publisher","DOI":"10.1037\/0278-7393.15.4.539"},{"key":"IJABIM.2020100106-34","unstructured":"Mather, D. W. (2011). Empirical Generalisations of Brand Extension Theory and the Role of General Linear Mixed Models. Unpublished PhD thesis, University of Otago, Dunedin, New Zealand."},{"issue":"1","key":"IJABIM.2020100106-35","first-page":"32","article-title":"Improved Marketing Efficiency through Multi-Product Brand Names?","volume":"9","author":"J. A.Mazanec","year":"1981","journal-title":"European Research"},{"key":"IJABIM.2020100106-36","doi-asserted-by":"publisher","DOI":"10.1108\/10610429510097672"},{"key":"IJABIM.2020100106-37","doi-asserted-by":"publisher","DOI":"10.1086\/209192"},{"key":"IJABIM.2020100106-38","doi-asserted-by":"publisher","DOI":"10.1108\/10610421011046157"},{"key":"IJABIM.2020100106-39","unstructured":"Nijssen, E., & Hartman, D. (1994). Consumer Evaluations of Brand Extensions: An Integration of Previous Research. In Proceedings of the23rd. EMAC Conference (pp. 673-682). Academic Press."},{"key":"IJABIM.2020100106-40","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhm.2010.08.003"},{"issue":"2","key":"IJABIM.2020100106-41","first-page":"170","article-title":"Consumer Evaluations of Brand Extensions: Evidence from India","volume":"1","author":"S. K.Patro","year":"2003","journal-title":"Journal of Academy of Business and Economics"},{"key":"IJABIM.2020100106-42","author":"K. R.Popper","year":"1959","journal-title":"The Logic of Scientific Discovery"},{"key":"IJABIM.2020100106-43","doi-asserted-by":"crossref","unstructured":"Posner, M.I. & Keele, S.W. (1968). On the Genesis of Abstract Thought. Journal of Experimental Psychology, 77(3), 353\u2013363.","DOI":"10.1037\/h0025953"},{"key":"IJABIM.2020100106-44","doi-asserted-by":"publisher","DOI":"10.1177\/001088040004100314"},{"key":"IJABIM.2020100106-45","doi-asserted-by":"publisher","DOI":"10.1016\/S1441-3582(04)70105-6"},{"key":"IJABIM.2020100106-46","doi-asserted-by":"publisher","DOI":"10.1186\/s40008-019-0134-6"},{"key":"IJABIM.2020100106-47","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhm.2013.02.014"},{"key":"IJABIM.2020100106-48","doi-asserted-by":"crossref","unstructured":"Shabbir, M. S. (2015). Innovation and Competitiveness Lead to Industrial Trade. Business and Economics journal, 3(4), 21-29.","DOI":"10.2139\/ssrn.2659847"},{"key":"IJABIM.2020100106-49","unstructured":"Shabbir, M.S. (2016). The Impact of Advertisement on Buying Behavior of the Children. Arabian journal of Business and Management, 3(2), 1-11."},{"key":"IJABIM.2020100106-50","doi-asserted-by":"crossref","unstructured":"Shabbir, M. S., Ghazi, M. S., & Mehmood, A. R. (2017). Impact of Social Media Applications on Small Business Entrepreneurs. Management and Economics Research Journal, (2).","DOI":"10.18639\/MERJ.2016.02.200914"},{"key":"IJABIM.2020100106-51","unstructured":"Shabbir, M. S., & Zaman, S. (2016). Marketing Strategic of Financial Services by Islamic Banks. Standard journal of Global business and Management, 3(2), 15-23."},{"key":"IJABIM.2020100106-52","doi-asserted-by":"publisher","DOI":"10.1177\/1356766708100818"},{"key":"IJABIM.2020100106-53","doi-asserted-by":"publisher","DOI":"10.1037\/0033-295X.96.1.58"},{"key":"IJABIM.2020100106-54","unstructured":"Stern, G. (1992, January 24). Marketing: Multiple Varieties of Established Brands Muddle Customers, Make Retailers Mad. Wall Street Journal."},{"issue":"1","key":"IJABIM.2020100106-55","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1086\/209033","article-title":"Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments.","volume":"12","author":"M.Sujan","year":"1985","journal-title":"The Journal of Consumer Research"},{"issue":"1","key":"IJABIM.2020100106-56","doi-asserted-by":"crossref","first-page":"47","DOI":"10.1016\/0167-8116(93)90032-T","article-title":"Consumer Evaluations of Brand Extensions: Further Empirical Results.","volume":"10","author":"L.Sunde","year":"1993","journal-title":"International Journal of Research in Marketing"},{"issue":"2","key":"IJABIM.2020100106-57","first-page":"340","article-title":"Customer perceptions about branding and purchase intention: A study of FMCG in an emerging market.","volume":"3","author":"M. I.Tariq","year":"2013","journal-title":"Journal of Basic and Applied Scientific Research"},{"key":"IJABIM.2020100106-58","doi-asserted-by":"publisher","DOI":"10.1016\/0007-6813(81)90144-0"},{"key":"IJABIM.2020100106-59","doi-asserted-by":"publisher","DOI":"10.1016\/j.ijhm.2013.12.004"}],"container-title":["International Journal of Asian Business and Information Management"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.igi-global.com\/viewtitle.aspx?TitleId=267996","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,5,6]],"date-time":"2022-05-06T10:13:30Z","timestamp":1651832010000},"score":1,"resource":{"primary":{"URL":"http:\/\/services.igi-global.com\/resolvedoi\/resolve.aspx?doi=10.4018\/IJABIM.2020100106"}},"subtitle":[""],"short-title":[],"issued":{"date-parts":[[2020,10]]},"references-count":60,"journal-issue":{"issue":"4"},"URL":"https:\/\/doi.org\/10.4018\/ijabim.2020100106","relation":{},"ISSN":["1947-9638","1947-9646"],"issn-type":[{"value":"1947-9638","type":"print"},{"value":"1947-9646","type":"electronic"}],"subject":[],"published":{"date-parts":[[2020,10]]}}}