Influential factors of brand extension among university students: case for Pakistan

Brand extension is considered to be a highly plausible and essential factor for the success of new products. It an elusive concept that adds value offered products gives competitive advantage strategical positioning in consumers' minds. This study carefully considers influential factors evaluation brand targeting young customers. analyzed three important characteristics consumers by employing proposed nomological network assess its strategies. First, was directly regressed with need uniqueness innovativeness. After observing significance model, model finally intervening variable variety. Six hypotheses were developed, theoretical assessed through structural equation modeling (SEM) help SmartPLS. Data collected from 331 university students southern Punjab, Pakistan. found all personal (need uniqueness, innovativeness, variety) are significant evaluation. The explained more than 30% variation observed phenomenon. variety partially mediates relationship between extension. As per results this study, it matters lot customers so, marketers must consider while extending their product line. Theoretically, contributed enhanced consumers. Practically, would decision-makers understand preferences generation devise strategies