Internationale Zeitschrift für Wirtschafts- und Managementwissenschaften

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

Abstract

Ayesha Anwar , Amir Gulzar , Fahid Bin Sohail , Salman Naeem Akram

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.