Title: Assessing brand personality and leadership's role in effective brand extensions

Authors: Noopur Bhargava; Renu Pareek

Addresses: Jaipur School of Business, JECRC University, Jaipur, Rajasthan, India ' Jaipur School of Business, JECRC University, Jaipur, Rajasthan, India

Abstract: A brand is essential to examine how Brand Personality (BP) and Consumer-Perceived Brand Leadership (CP), Impact Brand Extension towards Fast-Moving Consumers Goods (FMCG) products in Jaipur city. Data were gathered from 342 adult consumers of FMCG products of Maggi in Jaipur City it was analysed using factor analysis, and Structural Equation Modelling (SEM). When analysing predictive research frameworks and models at the beginning of theoretical development in this work. To confirm that the necessary good fit levels were satisfied, the models were examined using suitable tests. The AVE was regarded as greater than 0.5 when testing convergent validity, suggesting adequate convergent validity. In conclusion, qualitative research techniques like detailed interviews or group discussions can enhance quantitative methods by offering a more reflective understanding of consumers' thoughts, reasons and choices regarding brand expansions. The purpose of this study is to investigate how consumer perceptions of brand leadership and BP affect brand extension for FMCG items in Jaipur.

Keywords: brand personality; brand extension; consumer-perceived brand leadership; FMCG product; customers/consumers.

DOI: 10.1504/IJAMS.2026.154559

International Journal of Applied Management Science, 2026 Vol.18 No.2, pp.183 - 207

Received: 09 Jul 2024
Accepted: 23 Oct 2024
Published online: 06 Jul 2026 *

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