IIESpace Repository

The Brand extension of the Pick N Pay supermarket into Pick N Pay clothing

Show simple item record

dc.contributor.author Bashala, Wivine
dc.date.accessioned 2016-05-25T10:10:20Z
dc.date.available 2016-05-25T10:10:20Z
dc.date.issued 2016
dc.identifier.uri http://hdl.handle.net/11622/88
dc.description Thesis en_US
dc.description.abstract The main purpose of this article presents a research study of brand extension by exploring the nature of a mother brand extending into a new product category. A case study is presented on the Pick n Pay Supermarket brand, dealing with its extension into Pick n Pay Clothing. The study of literature explores the concepts on brand extension, brand loyalty, brand identity and brand equity. The literature study furthermore identifies a theory on Alternative Brand Contact Planning by Dr Carla Enslin. The theory is related in supporting of the research findings and conclusion. A quantitative and qualitative exploratory research, referred to as a mixed method is conducted to engage in the opinions of the Pick n Pay Supermarket branching (extending) into Pick n Pay Clothing brand. The results indicates a positive influence from the mother brand on the extended brand. en_US
dc.language.iso en en_US
dc.subject Brand extension en_US
dc.subject Pick N Pay supermarket en_US
dc.subject Pick N Pay clothing en_US
dc.subject Dr Carla Enslin en_US
dc.title The Brand extension of the Pick N Pay supermarket into Pick N Pay clothing en_US
dc.type Thesis en_US


Files in this item

This item appears in the following Collection(s)

Show simple item record

Search DSpace


Browse

My Account