alexa IMPACT OF BRAND IMAGE, TRUST AND AFFECT ON CONSUMER BRAND EXTENSION ATTITUDE: THE MEDIATING ROLE OF BRAND LOYALTY | OMICS International | Abstract
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Research Article

IMPACT OF BRAND IMAGE, TRUST AND AFFECT ON CONSUMER BRAND EXTENSION ATTITUDE: THE MEDIATING ROLE OF BRAND LOYALTY

Ayesha Anwar1, Amir Gulzar*2, Fahid Bin Sohail3, Salman Naeem Akram4

1Foundation University Islamabad, E-mail: [email protected]

2Assistant Professor, Foundation University Islamabad

3Foundation University Islamabad, E-mail: [email protected]

4Foundation University Islamabad, E-mail: [email protected]

*Corresponding Author:
Amir Gulzar
Assistant Professor
Foundation University Islamabad
E-mail: am[email protected]

Abstract

The study is focused to identify the impact of brand image, brand trust and brand affect on brand extension attitude. Further it investigates if brand loyalty mediates the relationship of brand image, trust, and affect to consumer brand extension attitude. The data was collected through 200 female respondents and analyzed through correlation, regression and Sobel test. Results revealed that brand image, trust and affect are positively associated with the brand extension attitude. Further it is found that brand loyalty mediates the relationship of brand image, trust and affects to brand extension attitude.

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