2025, Vol. 7, Issue 2, Part G

author(s)
Abdul Sattar and Ellis Osabutey

abstract
Brand stretching—the extension of an established brand into new product categories—is a key strategy for firms pursuing growth in saturated markets. Yet existing research focuses largely on developed economies, leaving limited insight into developing contexts. This study proposes a framework for brand stretching in Pakistan’s paint manufacturing sector, using Nippon Paint Pakistan as a case study. It investigates how brand equity, credibility, and overall fit influence consumer attitudes toward brand stretching. A quantitative design was used, collecting data from 750 consumers across Lahore, Karachi, and Islamabad through structured questionnaires. Analyses conducted in SPSS (correlation, regression, and ANOVA) showed that brand equity, credibility, and overall fit significantly shape consumer responses. Context-specific factors such as market saturation, cultural perceptions, and consumer trust also mediate these effects. The study offers a tailored framework for emerging markets, suggesting that culturally aligned strategies leveraging strong brand equity can enhance brand stretching success and long-term competitiveness.