73
International Journal of Economics
and
Management Sciences
Vol.
1, No.
5, 2011, pp.
73-79
MANAGEMENT
JOURNALS
managementjournals.
org
IMPACT OF BRAND IMAGE, TRUST AND AFFECT ON CONSUMER BRAND
EXTENSION ATTITUDE: THE MEDIATING ROLE OF BRAND LOYALTY...
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73
International Journal of Economics
and
Management Sciences
Vol.
1, No.
5, 2011, pp.
73-79
MANAGEMENT
JOURNALS
managementjournals.
org
IMPACT OF BRAND IMAGE, TRUST AND AFFECT ON CONSUMER BRAND
EXTENSION ATTITUDE: THE MEDIATING ROLE OF BRAND LOYALTY
Ayesha Anwar 1
, Amir Gulzar *2
, Fahid Bin Sohail 3
, Salman Naeem Akram4
1
Foundation University Islamabad
E-mail: honneey_cb@hotmail.
com
*2
Corresponding author: Assistant Professor, Foundation University Islamabad
E-mail: amirgulzar@hotmail.
com
3
Foundation University Islamabad
E-mail: fahad_sohail2003@hotmail.
com
4
Foundation University Islamabad
E-mail: akramsalman@hotmail.
com
ABSTRACT
The study is focused to identify the impact of brand image, brand trust and brand affect on brand extension
attitude.
Further it investigates if brand loyalty mediates the relationship of brand image, trust, and affect to
consumer brand extension attitude.
The data was collected through 200 female respondents and analyzed
through correlation,
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