||“Giant” is the study case of this research, which attempts to establish what influences consumers’ attitude to brand extension and brand attitude when Giant promoted extension of its brand. The study also investigated the influence of brand image and product involvement on attitude to brand extension.|
The methodology of the study includes in-depth interview and questionnaire survey. Consumers with high and low levels of product involvement were interviewed. An understanding of their perspective on brand image was gained. Interviewers’ free thoughts of potential brand extensions were gathered. These were used in the brand extension items of the questionnaire.
It is found from the study, with respect to the influence of brand image on product and service extension, functional brand image bears significant influence on product and service extension. In other words, consumers have positive responses to functional product (the bike and personal gear) and service (bike repair, assembly tuitions and exercise courses) extensions.
Secondly, high and low consistencies both bear significant influence on the service extension. Consumers have the greatest response to highly consistent service extension (bike repair, assembly tuitions and exercise courses). Consumer response to low consistent service extension (bank and insurance) is the lowest.
Furthermore, with respect to the influence of involvement in high and low consistent service extension, those with high involvement have significant influence on high consistency service extension (bike repair, assembly tuitions and exercise courses). The level of involvement has not significant influence on product extension and low consistency. With respect to the influence of involvement on brand image, those with high involvement has more positive response on functional, symbolic and experience brand image.