IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF SOCIAL SCIENCES AND MANAGEMENT RESEARCH (IJSSMR )

E-ISSN 2545-5303
P-ISSN 2695-2203
VOL. 10 NO. 3 2024
DOI: https://doi.org/10.56201/ijssmr.v10.no3.2024.pg223.242

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Brand Extension and Organizational Sustainability of Nigeria Breweries Plc. Enugu State

Osuagwu, Blessing Oby, Anyanwu Paschal Chima, Otika, Udoka Stephen

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Abstract

The study evaluates brand extension as a veritable tool for organizational sustainability. Cannibalism of sales will have greater probability to increase organizations risks when extensions are inconsistent with the brand image or that fall with regard to negative effects can occur when the extensions similarity to the corporate brand is extremely small. The populations of the management of Nigeria Breweries staff are known (142). The study used simple random sampling to ensure representatives of the sample. The researcher used questionnaire in gathering information from the respondents. In testing the operation hypothesis, Pearson Correlation was used for hypothesis one, while hypotheses two and three were tested using simple linear regression respectively. The study observed that there is significant relationship between horizontal brand extension and organizational sustainability; horizontal and vertical brand extensions have significant effects on the organizational

keywords:

Brand Extension, Organizational Sustainability, horizontal brand extension, vertical brand extensions

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References:

Aaker, D. A. & Keller, K. L. (1990). Consumer Evaluation of Brand Extension. Journal of
Marketing 54, 27, 41.

Aaker, D. A. (2001). Strategic market management. New York: John Wiley.

Aaker, D. A. (2004). Leveraging the Corporate Brand. California Management Review, 46(3),
6-18. https://doi.org/10.1177/000812560404600301.

Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. The Journal
of Marketing, 27-41.

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