Impact of Corporate Brands in Consumer Electronics and Home Appliances Sector on its ...

281 Pages·2012·1.38 MB·English

Impact of Corporate Brands in Consumer Electronics and Home
Appliances Sector on its Extensions to Diversified Markets
with special reference to L.G. Electronics India
Thesis submitted to the Padmashree Dr. D.Y.Patil University,
Department of Business Management
in partial fulfillment of the requirements
for the award of the Degree of
DOCTOR OF PHILOSOPHY
In
BUSINESS MANAGEMENT

Submitted by
Mr. Mangesh Prasad Kasbekar
(Enrollment No. DYP-PhD-086100007)

Research Guide
Prof. Dr. G.S. Monga
PADMASHREE DR. D.Y.PATIL UNIVERSITY,
DEPARTMENT OF BUSINESS MANAGEMENT,
Sector 4, Plot No. 10,
CBD Belapur, Navi Mumbai- 400614
August 2011
Impact of Corporate Brands in Consumer Electronics
and Home Appliances Sector on its Extensions to
Diversified Markets with special reference to L.G.
Electronics India
DECLARATION
I hereby declare that the thesis entitled, “Impact of Corporate Brands in
Consumer Electronics and Home Appliances Sector on its Extensions to
Diversified Markets with special reference to L.G. Electronics India”
submitted for the Award of Doctor of Philosophy in Business Management at the
Padmashree Dr. D.Y.Patil University Department of Business Management is my
original work and the thesis has not formed the basis for award of any degree,
associate ship, fellowship or any other similar titles

Place: Navi Mumbai
Date:

Signature of the Guide Signature of the Signature of the Student
Head of the dept.
CERTIFICATE

This is to certify that the thesis entitled “Impact of Corporate Brands in
Consumer Electronics and Home Appliances Sector on its Extensions to
Diversified Markets with special reference to L.G. Electronics India” and
submitted by Mr. Mangesh Prasad Kasbekar is a bonafide research work for
the award of the Doctor of Philosophy in Business Management at the
Padmashree Dr. D. Y. Patil University Department of Business Management in
partial fulfillment of the requirements for the award of the Degree of Doctor of
Philosophy in Business Management and that the thesis has not formed the
basis for the award previously of any degree, diploma, associate ship, fellowship
or any other similar title of any University or Institution. Also certified that the
thesis represents an independent work on the part of the candidate.

Place: Navi Mumbai

Date:

Signature of the Signature of the Guide
Head of the department
ACKNOWLEDGEMENT

I am indebted to the Padmashree Dr. D.Y. Patil University, Department of
Business Management, which has accepted me for the Doctorate program and
provided me with an excellent opportunity to carry out the present research
project.
I would like to express my sincere thanks to my guide Dr. G S Monga for his
assistance, encouragement and for spending necessary hours during this
research study. It was his constant inspiration that kept me together all the time
and work continuously towards achieving a high quality of work.
This thesis wouldn’t have been completed without the support, guidance, and
blessings of Dr. R. Gopal. He has helped me during my tough times even at odd
hours. Dr. Monga and Dr. Gopal, both have shaped me first as a better
researcher, and inducted me into the process of writing a good quality research.
I would specially like to mention Mr. Amol Koparkar from LG India for his
immense contribution. I thank all my faculty colleagues especially to Mrs.
Madhumita Patil, CEO, Chetana Institute of Management for their constant
support and motivation. I would like to take the privilege to thank Dr. Pradeep
Manjrekar for his valuable inputs. Finally I would like to thank my family for their
immense support and love without which this thesis wouldn’t have been
completed.

Place: Navi Mumbai
Date: Signature of the student
This thesis is dedicated to my family
CONTENTS

Chapter No. Title Page No.

List of Abbreviations

List of Tables

List of Figures

Executive Summary

1 Introduction 1

2
1.1 Introduction & Background

4
1.2 Brand Architecture

7
1.3 Introduction to Corporate Brands

8
1.3.1 Corporate Brands vis-à-vis Product Brands

1.4 Introduction to Brand Extensions 14

17
1.5 Corporate Brand Extension

20
2 Review of Literature

Brand Extension Literature: Definition, Benefits, 21
2.1
Drawbacks

25
2.2 Concepts for evaluating Brand Extensions
Influence of Brand extension on the Parent brand
29
2.3 and vice-versa
2.4 Consumer’s Attitude towards Brand Extension 34
Corporate Brand Literature: Definition, Measure,
2.5 35
Associations
2.6 Perspectives of Brand Equity 39
Leveraging the Corporate Brands & Challenges
2.7 52
Involved
2.8 Dimensions of Corporate Branding 55
2.9 Corporate Brand Extensions 57

60
2.10 Research Gap

62
3 Purpose, Objectives, Hypotheses of the Study

63
3.1 Purpose of the study

65
3.2 Objectives of the study

67
3.3 Hypotheses

70
4 Research Methodology

71
4.1 Research Design

79
4.2 Primary and Secondary Research

80
4.3 Sampling Design & Demographics

Data Collection Tool
84
4.4 (Focus Group & Questionnaire Design)

91
4.5 Pilot Testing

95
4.6 Survey

Consumer Electronics and Home Appliances
5 96
Industry

114
6 Case Study - LG Electronics India

115
6.1 LG Electronics India as a Case

116
6.2 Overview of LG Electronics India

124
6.3 Hypothetical Extensions for LG

125
6.4 Market Scenario of New Product Categories

130
7 Data Findings & Analysis

131
7.1 Brand Concept Mapping
133
7.2 Attribute association matching

133
7.3 Rating of Core Association

Demographics for the survey 134
7.4

7.5 136
Corporate Brand Strength Parameters

141
7.6.1 Parent Brand Characteristics Evaluation

Extension Characteristics Evaluation of the Parent
146
7.6.2 Brand

Parent Brand & Extension Scores 147
7.6.3

Overall Model Summary for ATBE of LG to
7.7 148
Hypothetical extensions

7.8 151
Hypothesis Testing Results

Attitude Towards Brand Extension Scores for new
7.9 154
product categories

7.10 155
Attitude towards the products of LG

156
7.10.1 Range of Attitude Scores of LG

Range of Attitude scores and Hypothetical
7.11 157
Extensions

7.12 159
Product Brand Equity Scores for LG products

Attitude towards Product and Product Brand
7.13 160
Equity Relationship

161
8 Conclusion

164
9 Limitations and Future scope of study

166
10 Suggestions & Recommendations

171
Bibliography

Annexure: i) SPSS Output ii) Questionnaires 202- 248

Appendix 249
List of Abbreviations

LGEI LG Electronics India

CEHA Consumer Electronics and Home
Appliances

DTH Direct to Home Services

MSP Mobile Service Provider

ISP Internet Service Provider

WP Washing Powder

L.I Life Insurance

ATBE Attitude towards Brand Extension

CBS Corporate Brand Strength

CTV Colour Television

HTS Home Theatre System

LED Light Emitting Diodes

LCD Liquid Crystal Display