ПРИЛОЖНИ АСПЕКТИ НА ИЗСЛЕДВАНЕТО НА ЕФЕКТИТЕ ОТ БРАНД ЕКСТЕНЗИИТЕ ВЪРХУ ДЕЙНОСТТА НА ОРГАНИЗАЦИИТЕ
PRACTICAL ASPECTS OF THE STUDY OF BRAND EXTENSIONS ON THE FUNCTIONING OF ORGANIZATIONS

Summary/Abstract: Given the strategic importance of brand extensions and with regards to the dynamic development of contemporary business it is necessary to review the existing studies in the field, which identify the former as a process / strategy. Within the framework of the critical analysis of past studies we have discovered that researchers have predominantly emphasized on brand extensions of tangible products, whereas the specialized literature lacks empirical evidence of brand extensions as a strategic ploy in the service sector. Viewed from another perspective, the majority of studies employ experiments with students as a research method as well as fictive brands instead of real customers and existing brands. The validity of such studies is frequently questioned and the former have received criticism regarding the generalizations of the research outcomes. The main objective of this paper is to describe the opportunities for practical application of the research of brand extension effects to the functioning of organizations. Provided the critical analysis of existing research, the paper proposes practical implications for possible application of brand extension research taking into consideration the specifics of the development of Bulgarian markets.

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