Examination The Impact of Brand Elements on Consumer's Attitude & Behaviour toward Extended Brand (Case study: Kaleh company meat and dairy products)

Consumers'' evaluations and perceptions of brand، form the principles of brand purchase decisions and brand trust and As the value of the brand in the minds of consumers be stronger، greater benefits can be obtained from consumers. study analyzes the impact of Brand equity and brand elemnts on consumers'' attitudes toward brand extension. The statistical population of this study are the consumers and customers in the food industrial (Kaleh company products) in the city of Isfahan. The instrument of gathering data is questionnaire and correlation coefficient was used for analyzing hypotheses and identifying the extent and intensity of the relationships between variables. Besides، in order to investigating conceptual framework fitness، the structural equation modeling technique was used. The results show، brand awareness، brand image and brand loyalty have a positive influence on consumer’s behavior، and brand associations and brand personality have a positive influence on consumer''s attitude. Findings indicate that gender is influential on their attitudes toward brand extension.