year 3, Issue 4 (Winter 2015)                   Ann. Appl. Sport Sci 2015, 3(4): 39-48 | Back to browse issues page


XML Print


Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:

Abdavi F, Shiralizadeh Z. The Effect of Brand Extension Strategy on Its Image: The Case of Majid Brand. Ann. Appl. Sport Sci. 2015; 3 (4) :39-48
URL: http://aassjournal.com/article-1-225-en.html
1- Assistant Professor Department of Sport Management, Faculty of Physical Education and Sport Science, University of Tabriz, Tabriz, Iran. , fatemehabdavi@yahoo.com
2- MSc Department of Sport Management, Faculty of Physical Education and Sport Science, University of Tabriz, Tabriz, Iran.
Abstract:   (3951 Views)

This descriptive-correlational study examined the effect of brand extension on current image in the scope of Tabriz Majid products in the city of Tabriz. The study population comprised consumers of Majid products and fans of Tractorsazi, and the sample size was 380 persons. A simple random sampling method and an infinite population formula were used as well as a five-option Likert questionnaire. Its reliability was measured at 0.71 by Cronbach's alpha coefficient. The Spearman ranking correlation coefficient test and structural equations model, available on SPSS and LISREL software packages, were used to analyze the data. The most important results of the study indicate that extension attitude affects brand image. Furthermore, initial brand communications and perceived fitness between the new product and other products (category fitness) or brand image (image fitness) can improve and affect consumer attitude.

Full-Text [PDF 702 kb]   (1067 Downloads)    
Type of Study: Original Article | Subject: Sport Management and its related branches
Received: 2014/12/27 | Accepted: 2015/05/22 | Published: 2015/12/29

Add your comments about this article : Your username or Email:
Write the security code in the box

Send email to the article author


© 2017 All Rights Reserved | Annals of Applied Sport Science

Designed & Developed by : Yektaweb