The Role of Consumer Innovativeness on Brand Extension Evaluation

Jessica Evangeline Selvanayagam

Abstract


This study empirically examines the role of Consumer innovativeness in deciding Consumer Acceptability of Brand Extension (CAOBE). The conceptual model of use innovative behavior is tested for the ‘Kist’ brand in Sri Lanka. The data was collected from a convenience sample of 200 ‘Kist’ brand consumers through a closed-ended questionnaire and was analyzed using univariate and bivariate techniques.

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Copyright (c) 2016 Jessica Evangeline Selvanayagam

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