A Consumer’s Perspective of the Clover Tropika Brand: Building Brand Extensions by Leveraging the Parent Brand’s Reputation

• Published in: International review of management and marketing 2022-11, Vol.12 (6), p.77-88
• Main Authors: Madlala, Phethokuhle, Chivandi, Abigail, Maziriri, Eugine Tafadzwa
• Format: Article
• Language: English
• Subjects: Attitude towards street food, Subjective norms, Past behaviour, Food safety concerns, Patronage intention, Actual patronage; Brand image; Consumers; Hypotheses
• ISSN: 2146-4405; 2146-4405
• DOI: 10.32479/irmm.13441

The primary objective of the study was to investigate how brand extensions can leverage on the parent brand image in order to achieve a positive brand extension perception. This was investigated in accordance with specific brand building constructs. The study focused on a consumers’ perspective of the Clover Tropika brand within emerging economic areas. The research was based on a quantitative approach which adopted convenience sampling at Mall intercepts. A total sample of 238 consumers responded to a self-administered questionnaire at Southgate and Maponya Mall which are located in the south west of Johannesburg. All respondents were above the age of 18 and consented to participate in the research by willingly placing their completed questionnaires in the box provided on the day. The data techniques used included Structural Equation Modelling (SEM) which had a core focus on Confirmatory Factor Analysis (CFA) which assisted in confirming the relationships proposed in the conceptual model. SEM also focused on path modelling to determine the causal relations. Nine out of the ten hypotheses proposed had a significant level of p