Factors Affecting Purchase and Recommendation Willingness Towards Brand Extension

Brand extension is an effort to extend a successful brand name to implement new or modified products or lines. The study examines the effect of various independent factors on the purchase and recommendation willingness towards brand extension. These independent factors include brand trust, brand loyalty of the parent brand, perceived quality of parent brand, perceived quality of brand extension and brand concept consistency of the extension. The study was carried out in the context of brand extension of a well-established Sri Lankan condiment producer, namely, ‘Wijaya Products'. The study focused on the ‘Wijaya Product flour' brand extension. Research questions were formulated based on the conceptual model of Brännström and Staffansson (2013), which served as a guide throughout this study. The results indicated that all the five independent variables had a high level of impact on purchase and recommendation willingness towards the brand extension. Therefore, brand managers should keep these factors in mind when launching brand extensions in order to enhance the probability of their success