Image Effects of the Extension of Niche Class F Vehicles in Bulgaria Cover Image

Имиджови ефекти от екстензирането на нишови автомобили от клас „F” в България
Image Effects of the Extension of Niche Class F Vehicles in Bulgaria

Author(s): Vladimir Zhechev, Evgeni Stanimirov
Subject(s): Economy, Business Economy / Management
Published by: Институт за икономически изследвания при Българска академия на науките
Keywords: JEL: M3; M31

Summary/Abstract: In modern business there are multiple examples of companies being positioned in niches. Aiming to serve more customer groups these companies more often apply brand extension strategies. However, the latter can hamper the effective adaptation of marketing functions to key markets. Among the major reasons many niche players undertake brand extensions are to: mitigate the operational and financial risk; enhance brand awareness; take advantage of increased demand; strive to more precisely capture market segments and others. Entry into new market segments through brand extensions can pose challenges related to the control over the brand image of niche players. This paper attempts to present original framework for investigation of the impact of downward extensions over the brand image of class F vehicles in Bulgaria. The research investigates various factors intending to lay the foundations for comparison of key customer values associated with the evolving brand image of this class of vehicles.

  • Issue Year: 2017
  • Issue No: 2
  • Page Range: 132-171
  • Page Count: 40
  • Language: Bulgarian