This is a dissertation
paper that studies and explores theories and information on how
consumer behavior responds to
brand extension. This paper uses different company products, along with the brand's product extensions, as examples for the basis of its
analysis on how consumer behavior is affected by extension brands. This paper aims to provide the readers with adequate information on the following objectives of this research: an
exploration of the strengths and weaknesses, opportunities and risks of brand extension by reviewing
relevant theories; an exploration of consumer behavior; a look at the impact of brand extension on consumer behavior by collecting relevant data; and, finally, an analysis of the relationship between consumer behavior and brand extension.