Manqoosh ur Rehman2012-12-282012-12-282012https://escholar.umt.edu.pk/handle/123456789/674Customer Based Brand Equity (CBBE) is a widely used concept in marketing literature in the recent past. Measurement of CBBE has become critical for the evaluation of brands worth in the minds of the consumers. There are various studies that have discussed the importance of measuring the CBBE in the process of brand management. Literature discusses four major models of CBBE (D. A. Aaker, 1991; Agarwal & Rao, 1996; K. L. Keller, 2003; Lassar, Mittal, & Sharma, 1995). Companies adopt different strategies for their growth. Extensions made by different companies are among those strategies adopted by the companies. Extensions are differentiated as line extension, brand extension, horizontal extension, vertical extension, upscale extension, and downscale extension (Pitta & Katsanis, 1995). This study mainly focuses on the measurement of CBBE for extended brands. The focused study area has got enough attention of the researchers in the recent past. The study mainly focuses on different cellular brands operating in Pakistan’s market and their CBBE is measured. Model suggested by Lassar et al. (1995) is adopted to measure CBBE of different brands. The model suggests five different constructs of CBBE namely Performance, Social Image, Value, Trustworthiness, and Attachment. Extension intensity and price level of different brands following any of the extension strategy are also determined using Quartile technique. Population for the current study is the students of different HEC recognized Universities / HEIs in Karachi and Lahore as the teledensity is highest for these two cities (PTA, 2011). Ten universities / HEIs served as clusters to draw 500 respondents from which 41 were disqualified and analysis on the data of a final sample of 459 is performed. Analysis revealed a significant difference in CBBE of different extended brands. The difference between CBBE of different extended brands is also found significant for different cities which leads to the conclusion that varying culture of different cities has a moderating impact on the measurement of CBBE of different extended brands. However, gender indifference is found in CBBE scores of different extended brands as the CBBE score differential for male and female respondents is found insignificant. Extension intensity appeared to have no significant impact on CBBE scores. Whereas, price level has a significant impact on CBBE scores of different extended brands. A longitudinal study is recommended to measure the impact of different extension strategies on CBBE of different brands involving the varying impact of different moderators. Focus group should be conducted to identify different brands following different extension strategies. The recommended study should involve brands from different sectors and industries.enMS Management ThesisCustomer Based Brand EquityHorizontal ExtensionVertical ExtensionThesis