Consumer Memory and Brand Extension : An Empirical Study on Indian Youth

Thepurpose of this research effort is to ascertain consumer memory though brand extension. The role of major factors influencing consumer memory (recall, recognition, involvement level and need for cognition) is examined with evaluation of Brand Extension. This research effort is conducted on Indian youth. Three scales are constructed in this research effort and its desirable reliability and validity properties are ascertained. All the hypotheses were tested with the help of chi square. Results were analyzed after additive partitions were done for all the significant contingency tables. Four brands selected in this study were Dabur®, Reebok®, Rexona®, and Samsung®. The findings of this research reveal that although consumers are considered cognitive misers but still have a high need for cognition and high involvement level consumer evaluate a Brand Extension more favourably. Results also reveal that high recall memory has no relationship with Brand Extension evaluation and recognition memory differs w.r.t different products.