กลยุทธ์การขยายตราสินค้าโทรศัพท์มือถือกับภาพลักษณ์ตราสินค้าหลัก ก่อนและหลังการขยายตราสินค้า / สุบรรณ มณีมูล = Brand extension strategy of mobile phone and parent brand image before and after extension / Suban Maneemool
The objective of this survey study was to study difference between parent brand image before extension and parent brand image after extension from different extension strategies. Questionnaires were used to collect data from 411 men and women, aged 15-34 years old in Bangkok. Two mobile phone brands, Nokia and Motorola, were chosen as parent brands. Two hypothesis extensions that had significant differences in the degree of similarity were chosen; watch as the representative of high fit extension; trainers as the representative of low fit extension. The findings showed that, in the case of watch extension which was the high fit extension strategy, significant difference occurred in general brand image of Nokia, but did not occur in product brand image; for Motorola, significant differences occurred in general brand image as well as product brand image. In the case of trainers extension which was the low fit extension strategy, significant differences occurred in both general brand image and product brand image of both Nokia and Motorola.