My Break-up with My Fiancé

Had my fiance and I decided to end our relationship for personal reasons, and were our feelings relatively mutual on the matter, our break-up might not have been so devastating. The reality of the situation, however, is that my parents directly contributed to the end of our engagement and subsequently, our relationship, which made the experience all the more awful. My fiance and I had been dating for nearly seven months, and I had always maintained a level of secrecy about our relationship with my family, as I’ve done with all of my relationships. I simply do not enjoy discussing significant others with them.Then one day my parents sat me down, having heard about my fiance from a mutual friend. They were very upset, my mother especially so, but they did their best to remain calm while they explained plainly how I could no longer see my fiance. My dad was robotic and monotone, and seemed to take his cues from my mother, who just sat there glaring at me. Every once in awhile she would speak up and say things to the tune of, â€Å"We don’t know how you could do this to us,† or â€Å"We expected so much more of you,† or any number of other cliches parents use to guilt trip their children.After nearly three hours of talking, during which we stormed around the house, my mother and I shouting at each other for brief intervals, and my father leaving several times to take calls (though I suspect he faked them, just needing a break) I finally agreed to stop seeing my fiance. I couldn’t believe the words came out of my mouth, or that I even entertained the notion, but bit by bit my mother’s banshee-like outbursts and my father’s dead calm wore me down. I have not seen my fiance since.

Social, economic and cultural factors

Describe the social, economic and cultural factors that will impact on the lives of There are many social, economic and cultural factors that will impact on the lives of the children and young people that we may work with. Personal choice – Some families decide that they do not wish to live or act in a way in which is viewed from the outside the ‘ social norm for example being a travelling family or a child having same genders parents.If a Child is from a travelling family here is a possibility that their development at school may be delayed due to being transferred from school to school. Children also make personal choices. The choices they make can have a significant impact on their life and development. If children don't have support from carers they won't have rules set and may be able to do what they want such as drugs, smoking and drinking. This will hugely impact on their life.Children need to be encouraged or be given guidance on their life, it is very important for children to have good role models in their life Poverty – People are poor for many reasons, it could be down to drug and alcohol ependency, family breakdown, poor parenting, or a culture of worklessness. Growing up in poverty means being cold, going hungry, not being able to Join in activities with friends or being able to afford after school clubs etc. Families living in poverty are almost twice as likely to live in bad housing which has significant effects on both their physical and mental health, as well as educational achievement.Families that live in poverty are more likely to suffer mental and physical problems. Housing and community – Children that live in Overcrowded, low quality and poor housing situations, i. e. that's damp, has mould and/or infested can have a negative impact on a child or young person's development but especially their health. Children living in these conditions are more likely to have respiratory problems, to be at risk of infections, and have mental health problems.Living in these conditions also affects a child's ability to learn, which can have a lasting impact on a child's chances of succeeding in life. â€Å"Poor housing conditions increase the risk of severe ill-health or disability by up to 25% during childhood and early adulthood. † (Shelter leaflet) In areas where children and young people are xposed to challenging and anti-social behavior, this too can have a negative effect themselves to keep themselves away from the challenging and anti-social behaviour, this can affect social development.Some families that display offending or challenging anti-social behaviour, may end up with their children being taken into care or going into prison. Educational environment – A non-regulated educational facility may create an environment for a child that does not meet a child's needs, thus stunting a child's developmental potential. Having an engaging environment will make a child want to ork. If an en vironment is dull and boring a child won't want to learn and will lose interest.Health status – Children that are unwell may spend a lot of time in hospital or attending hospital appointments, this will have an impact on the child's development because they miss school or pre-school, this can affect education on all aspects of development such as emotional and social aspects, making friendships etc. Having asthma may mean you can't play outside for as long as other children- meaning you may be picked on for being ‘lazy. Being on medication can make you drowsy and so ffect on your school work and concentration.Having time off school can also affect their social skills as they aren't spending much time around children their own age. There are some older children that look after parents that are ill, this is a huge impact on the young person social life and a lot of responsibility at such a young age. Disability – if there is a parent or a child in the family that h as a disability, this could affect the family especially if the child is used as a carer for their parents.In some cases respite care may be needed for families with family members that are disabled nd this can cause family disruptions and inconsistency in a young person's care especially if the respite care is for overnight visits away from home. Whilst a child or family member is receiving support for a health issue this could possibly affect continuity of care, education, development and income. Addictions – Children that live with adults that are addicts may be relied upon by the adults at times to be their main carer.At times these young people may feel isolated and unable to tell people what they are experiencing at home, they may experience stressful situations and may be living in the poverty that the adults that are upposed to be caring for them have caused. In some situation where a young child is suffering abuse or neglect they would be taken into care. Bereavement and loss – If a family loses a member of the family or a close friend this could affect the mental and in turn physical health of a family.Adults that have lost their partners may find the emotional strain difficult to cope with and may then find it more difficult to care for other children in the family. Family expectations and encouragement – Many parents have different parenting styles and can offer different levels of support to their children. Many of these parenting styles tend to vary between different cultures. If a child is subject to inconsistency and a lack of support this in turn could lead to a child suffering low support their children they can have low confidence and low self-esteem and sometimes a change in behaviour, seeking for attention.When too much pressure is put on someone to do well this can result in them getting stressed and afraid of failure. Families may have conflict between parents and children. This will impact on their lives as they hav e to spend a lot of time around family and if they don't like them it will be hard. With divorced families, children may spend time travelling between parents and so don't have time to concentrate on their school work. The parent they live with may also take out all their stress on the child.If a parents has died the child may feel very depressed and not concentrate on their school work. Religious beliefs and customs – Has the potential to influence many aspects of development, as it effects a child's (and adults) way of thinking, dietary needs, clothing, how often they are taken to obey their beliefs, which may result in them missing out at school, pre-school, clubs etc. A religious way of life can be transmitted between generations and grandparents maintain a significant influence. Some parents see passing on their faith as an important part of parenting.A religious identity at home can most certainly cause confliction with other pressures on their children, including negat ive portrayals of religion in the media. Ethnic beliefs and customs – Ethnic belies and customs can also affect a child's clothing, customs, dietary needs, education and other areas of their lives. Many adolescents from non-English speaking backgrounds face the challenge of dealing ith the tasks of adolescence while growing up between two cultures – with not only two languages but often very different behavioral and social expectations.There may be great variation in cultural values and norms regarding the central tasks of adolescence – such as developing a sense of identity and independence. Young people may have different forms of attire, causing them to be teased or bullied. Their culture may view interaction between men and women in a different way and the young person will struggle to recognise what is acceptable at school as it differs to ome. This could cause them to come into conflict with school rules or to be perceived as a trouble maker.Marginalisatio n and exclusion – marginalisation and exclusion can happen for a variety of reasons like, being poor, unemployed, family status, discriminated against, or being disabled by a society that won't work around the problems of impairment; they all bring with them the risk of exclusion. Being excluded from economic, social and political means of promoting one's self-determination can have adverse effects for individuals and communities alike.

A need for offender Programs and Treatments before Release Research Proposal

A need for offender Programs and Treatments before Release - Research Proposal Example In fact, it is apparent that one of the major fueling factors to such incidences is the lack of self esteem, which is worsened by continued psychological torture. Studies have documented that such people can be helped by a way of instilling some appropriate programs that can mentor them. If this is done, Alabama Department of Corrections would benefit from advantages accrued to the use of these programs in terms of helping the offenders correct their behaviors. This has the end results of reducing prison overcrowding. In essence, this is true because once an offender is subjected into these programs; he/she is able to start a new life free from crimes. Although the criminal justice system helps the community by arresting and incarcerating criminals, it is apparent that there are many criminals walking freely in the streets. Some of these criminals are associates of incarcerated persons (May, 2008). In this regard, if the incarcerated persons are reformed through offender programs and prelease programs, they can influence their uncaught counterparts in changing their behaviors. Therefore, this goes a long way in enhancing security and sanity in the community. It is also apparent that once these measures have been taken by Alabama Department of Corrections, other correctional centers will emulate steps taken by Alabama Department of Corrections in order to advance their services too. In fact, this translates to savings by government. For example, it is evident that correctional facilities consume a lot of Dollars annually in the bid to reform offenders. In light with this, the government can save the money used to reform offenders since the number of cases of recidivism will be reduced by the introduction of offender programs and preleases treatment. Furthermore, studies have also suggested that states with high levels of crimes experience low economic growth. Therefore, the findings of this research will help to develop a framework that can elucidate the use of offender programs and prelease treatment, which in turn will be of great help to the economic development of Alabama State. The budget With these facts tabled, it is apparent that this research is indispensable. However, there are some requirements for the research to take place. One of them is the ability by the researcher o gather comprehensive data both from literatures and fast hand information, which is intended to be obtained from offenders, former incarcerated persons, and officers from Alabama Department of Corrections. For this to happen, the research would require enough time and resources to carryout the research. The first ingredient of the budget involves project/research planning. It is vital to carefully plan on such an important project. This will involve outlining the project and making all necessary consultations from relevant authorities. The first group of people to consult/confirm their participation in the study is the offenders and ex-offenders. In order to ac hieve this, phone call, and several visits will be required. This translates to spending money in terms of fares and airtime to use on calls and other resources. It is also important to visit several libraries in order to gather some information on theories that articulate on crime and behavior. This means that the research will

Business Administration Essay Example | Topics and Well Written Essays - 2750 words

Business Administration - Essay Example The value of them is $87 million. The total assets of Apple Inc are $2404 million. The value of NY Fund is substantial when compared to individual investors and small when compared to institutional investors. The compensation regarding the legal suit will bring out a change in the earnings per share and may result in a slight fall in the share value of the company. This can be termed as minimum risk but the chance of decrease of the share price cannot be ruled out. This depends on market's interpretation of a particular practice. If it is removed from the economic reality or regulators try to take any action, there is a chance of losing profit on investing in Apple Inc. (Susan Mangiero, 2007)1 It can be termed that the Apple Inc is holding excessive cash than the requirements. This has been a strategic tool for the company to maintain liquidity or to save the depreciation of assets. This will not increase the earnings per share as the excessive cash is not invested and incurs zero income. The net income is $1,774 million at the end of march 2007 and the cash in hand for the company is more than $7 million. The cash generated by operational activities i8s only $2547 million. This indicates that the company is holding the cash from previous quarter and it is the cash is more than that required for investments. (Apple Inc, 2007) 2 The elements of marketing s... In the second week, the program integrates these core elements to create a cohesive marketing strategy within the context of an effective overall business strategy. In-depth knowledge of competitive dynamics and how to integrate marketing strategy into the overall business strategy Frameworks for analysing customer preferences and enhancing customer relationships Building and managing brand equity with effective market communication Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. The innovation of the company is regarding the products but not regarding the marketing. This may effect the profitability and earnings on share.3 Complex market, intense competition, expectant customers, and demanding shareholders require more intelligent marketing.4 In order to develop a well-informed decision making marketing, a variety of analytical and planning mechanisms are perquisite. and ORAC model: optimising, reasoning, analogising and creating 2.3 Misleading strong numbers: The computer hardware industry depends on US and non US consumer price competition. The slow down of commercial orders middled in the corporate sales and affected the apple inc. While the computer industry increased all over the world, it just increased by 3 percent in US. It is 17.6 percent in Asia pacific and 22.2 percent in Eastern Europe. The Apple Inc did not pierce into the markets that are fast growing like Asia pacific, Eastern Europe and Latin America. This resulted in the lack of growth of the business of the company and affected the profitability. This inability of the company can be termed as risk for investing in the company. The major rise in computer hardware demand was captured by

Eom Essay Example | Topics and Well Written Essays - 1250 words

Eom - Essay Example A very skilled financial advisor having significant success in advising high net worth individuals and corporate clients on investments. Over 6 years understanding in providing financial services and supporting clients in making well-versed decisions by showing them a range of options and helping them to assess the merits of diverse plans. Possessing in depth understanding of mortgages, loans, and venture strategies and efficient hard to customer-driven and sales-focused service. Having exceptional skills, able to work in a embattled situation, as an individual and also part of a team, and experienced at working to strict compliance requirements. Currently seeking a financial advisor position. Modules studied include: Economy; Marketing; Accounting; Organizational Behaviour; International business culture; Management Data Analysis; Consumer behaviour; Supply Chain and Operation Management; Entrepreneurship in a Global context. My position as a student studying higher national diploma in business management makes this an important issue for me  .I realized that most people and financial institutions used a certain form of investment that was of no value to the intuitions and clients. To them, this value was determined solely by whether something could be invested in other ways, whether something was marketable or not.   In contrast, the inventors seemed quite shy and hesitant to use anything more than technical language, approximately as if this was the only proof essential – as if no further clarification was needed This variation enforced me to replicate on the aims of this course how communication skills are not standard, but be different according to time and place. Like in the ‘Research Methodology’ model discussed in the initial lecture, these testimonial skills are the consequence of a form of

Communication & Change Essay Example | Topics and Well Written Essays - 500 words

Communication & Change - Essay Example At the same time, authors are quick to point out that the Web has immediately gotten intertwined with its numerous spheres of application in social, political, cultural, and other realms, which on one hand were boosted by the possibilities that communicative Internet technologies offered, and on the other hand themselves contributed to the formation of the Web as we know it today. At this point we can find in the article some interesting observations of the mentioned peculiarities of the Web. For one, we are made aware that the content of the Web actually consists of ephemeral and permanent features. The Web is ephemeral because the permanency of its content is not guaranteed, and even if the permanency is pursued the content has to be constantly recreated for this purpose. However, the Web can be thought of as permanent due to the fact that in order to be conveyed Web content must be in a permanent form, which is not the case for example with live radio and television translations.

Character analysis of Werther in Johann Wolfgang von Goethe's The Essay

Character analysis of Werther in Johann Wolfgang von Goethe's The Sorrows of Young Werther - Essay Example O'Rourke sings the witches' chant double, double toil and trouble'' on the soundtrack.The film is a bloody and brutal big-screen adaptation f Shakespeare's tragedy, with a lank-haired Sam Worthington in the title role and Victoria Hill as Lady Macbeth. Other key players include Lachy Hulme as Macduff, Steve Bastoni as Banquo and Gary Sweet as Duncan.If there is a bad boy among Australian feature film directors, Wright would be in the running for the title. There are certain things I can act on and I can surprise people with the speed f the action,'' he says. I get passionate about some things and it has got me into trouble.''He was fired three days before shooting was due to start on Supernova in 1999, for example. If that had not happened, the big-budget science fiction film would have been his first for Hollywood. The way Wright tells it, he had planned from the outset to have the characters floating as if they were in zero gravity. But the studio bosses at United Artists suddenly decided the characters should walk around on the ground in boots as though they were on Star Trek''.People change their minds and get scared,'' ... A couple f years later, an incident at a Film Finance Corporation Australia Christmas party added to Wright's volatile reputation. He and producer Jonathan Shteinman had a disagreement about then FFC chief executive Catriona Hughes and ended up trying to settle the matter outside with fisticuffs. Some regard Wright's behaviour as not nice at all. Others are inspired by his passion. Wright describes Macbeth the man as incredibly corrupt'', but also admires his courage. Macbeth has that blazing, insane, crazy courage that you get when you have committed to something thoroughly rotten and there's no way out so you just keep going ahead with it,'' he says. You get yourself boxed in but you somehow [summon] up the guts to keep going forward. There is something fascinating about that.'' Wright clearly doesn't like himself when he doesn't stand up for what he believes in: We have more and more prosperity in Australia and there is less and less inclination to rock the boat, speak out, make a gesture. That can be frustrating. I fall into the same trap. Maybe there is a level f common sense to it but it also makes me feel a bit sick afterwards.'' Wright's films are as bold as he is. The R-rated Romper Stomper, with its neo-Nazi and racial themes, stormed into cinemas 15 years ago and remains one f the gutsiest films to emerge from Australia. Wright's second film, Metal Skin, a tale f misfit teens with lots f car action that starred Aden Young and Ben Mendelsohn, was made soon after Romper Stomper but failed to have an impact. The teen horror flick Cherry Falls, the one film he eventually made in the US, in 2000, showed adolescents murdered and the word virgin carved on their bodies. Violence, then, is a recurring

Maths Assignment Example | Topics and Well Written Essays - 250 words - 1

Maths - Assignment Example The advantages of using a pocket calculator include calculations being carried out faster. It also allows to successfully complete more difficult calculations. Using a pocket calculator can give you confidence when you are doing difficult problems and can help you focus on the problems, not the calculations. A main disadvantage of using a pocket calculator may give you a false sense of confidence in your calculation abilities and might inhibit your ability to do even basic calculations in your head or on paper. You become reliant on electronic devices and there may be an instance where you need to work out a calculation by hand in the instance where you may not have a pocket calculator to hand. The formulae can be used to instantly recalculate totals. For example, if the builder changed his call-out charge, the total cost would be instantly recalculated taking the change into account. Using excel spreadsheets You can carry out "what if?" investigations. The information can be presented in different ways. For example, the grocer could produce a graph of fruit and vegetable sales by choosing the ranges A4:A10 and E4:E10 in order to make the graph. It is easy to make changes using excel, save your work and print it out again. The presentation is flexible on excel, the column widths and easily delete or add columns and rows. The program makes it easy to find out the relationship between predictable variables and measurable responses. The software also specifies the polynomial terns and their interaction. The software also transforms the responses with the help of the Box-Cox transformations. The average life of the bulb is dictated by the replacement policy. It would be cheaper to practically replace all the bulbs at once. There would need to be a permit to work, availability of manpower and available funding. d) The supplier offers a new type of bulb, Type B that has a mean life of 450 days and the same standard deviation (60

Radio Coverage Comparisons Assignment Example | Topics and Well Written Essays - 250 words

Radio Coverage Comparisons - Assignment Example II. Event Being Covered (116 words) The event being covered are the protests over the bill that would effectively shut down Wisconsin unions’ ability to collectively bargain. Protesters have been inside the capitol of Madison for over a week now, protesting the passage of the bill in the Senate. Senate â€Å"†¦Democrats have fled the state† according to WTMJ.1 WTMJ is Milwaukee’s top-visited radio station. According to a document obtained from WIBA, Madison’s radio station, â€Å"†¦if Senate Democrats refuse to return to Wisconsin and cast their votes in the next day the option to refinance a portion of the state's debt will be off the table.†2 This means that, if Democrats don’t return to the bargaining table, jobs will be cut for sure. III. Where Each Radio Story is Broadcasting From (25 words) As mentioned before, WTMJ is broadcasting from Milwaukee, while WIBA is broadcasting from Madison in Wisconsin where the protests are taki ng place in the capitol. IV. How Does Geographic Location Affect The Way Information is Being Presented? (32 words) WTMJ did not mention this document presented by Scott Walker. Since the protest is taking place in Madison, it is probably due to geographical location that the better information is at WIBA. V.

Leadership and Management Paper Essay Example for Free

Leadership and Management Paper Essay At a very young age, George Washington Carver took a strong grip on his destiny. This dynamic leader prevailed over getting born without a name into slavery, overcoming poverty, and prejudice to commit his life in helping others achieve a better livelihood. Through his actions, he was able to earn high levels of respect of self-worth, dignity, honor, and infinite achievement. Booker T. Washington was the first president and principal of the Tuskegee Institute in 1896. Booker T. Washington sent an invitation to George W. Carver to reside over the Agriculture Department. For 47 years Carver developed, taught, and applied constant research in working to develop several methods from using crop-based materials. Carver was the innovator of going green. Through his tenure he worked with two additional college presidents that supported the zealous work of Carver. His discovering and teaching methods of crop rotation while introducing several alternative money crops for farmers that simultaneously improving the soil of heavily cultivated cotton fields would motivate and inspire many Black students to follow suite in his techniques. (Kouzes Posner, 2009) â€Å"A leader’s dynamic does not come from special powers. It comes from a strong belief in a purpose and a willingness to express that conviction.† In leadership, Carver designed a mobile classroom that brought education to the fields of the farmers. His so-called ‘Jesup wagon’ (named after Morris Ketchum Jesup), well honored for Mr. Jesup a philanthropist and New York financier fully supported and funded the program. Leadership functions Carver had many duties as an administrator, such as administer the Agriculture Experiment Station Farms. He manages the sale and production of farm products that generated revenues for the institute. His academic career as a teacher and researcher was stellar. What made Carver different from other professors and administrators is his determination to fulfill what he believed to be right. There were many times Booker T. Washington would voice his frustrations through letters to Carver because to the way he would administer his duties, Washington would always praise Carver for the great discoveries and hard work that has taken place. (G.W. Carver, 2011) Education is the key to unlock the golden door of opportunity.† This is how his leadership is different from the rest. He proves exactly what he stated to his life. His work became very high profile because of his more than 300 uses for peanuts, pecans, sweet potatoes and soybeans with the majority of his accomplishments of conquering the mundane. Every invention came after hours during peaceful nature walks, observing, and later testing in his laboratory. After Carver came to success, he did not cite ingenuity, though he was very blessed with it. On the contrary, he remarked that 99% of the failures come about people who have the habit of making excuses. Carver also well notes that, â€Å"When you do the common things in life in an uncommon way, you will command the attention of the world† pg. 143 of Frontage Magazine. Obstacles George W. Carver is someone whom many can only look up too when problems come into our lives for comparison sake. Carver beats the odds so well that his name should never had been heard of. His mission, determination, and story defy the odds. Being born into slavery a raider kidnapped him as an infant, and was not expected to live past the age of 21 because of poor health and being a Black scientist in the harsh times of racial segregation is beyond the norm. After the death of Carver, the United States Government erected the first national monument to honor someone other that a president. Effective Leader – Common Measures George W. Carver was best known in his time as a man of faith who believes in God as science as a gift from God. He would constantly acknowledge that his work was inspired by the works of God and God’s inspiring, and guiding him in his work. When those who wanted things from Carver such as his  secrets without the desire to work for the knowledge, Carvers replay would be, ‘God refuses to reveal the secrets of the humankind and the universe. Within the readings and teachings of the text, Carver proves his effective leadership skills for success present. To be a leader whom everyone will want to immolate, it takes the extraordinary levels of strong will, determination, someone who can listen and follow, and the ability effectively to move those whom you lead in a positive direction fostering a successful outcome. Conclusion Carver’s faith was his concern of character that his students whom he regularly taught would follow a set of cardinal virtues: ââ€"  Do not look up the rich nor down to the poor ââ€"  Be clean both inside and out ââ€"  Win without bragging ââ€"  Lose if needed but without squealing ââ€"  Be too brave to lie ââ€"  Always be considerate of women, children, and other people ââ€"  Be too generous to cheat ââ€"  Take your share of the world and let others take theirs. The world needs more women and men like George Washington Carver – people who cannot complain, strive hard and overcome adversity while focusing on the finish line ahead. Everyone does not possess the skill and knowledge of George Washington Carver but he has left us a milestone of character traits that can allow us to use as a guide while striving to achieve our goals here in this life. I like what Langston Hughes states on page 159 of Through the Fire, â€Å"Hold fast to dreams, for it dreams die, life is a broken-winged bird that cannot fly.† This goes back to how George Washington Carver spoke about excuses; they are just that, an excuse to fail. Live right, stay positive, follow the plan, persevere, and finish the race, you will for sure win. References Carver, G. W. (2011). Greatest Leaders of America History. Frontage Magazine, 32(4), 112 113. p.113 Kauzes, J., Posner, B. (2009, April). See what today will bring when you are done thinking. Whole and Complete Places, 8(13), 78 -84. p.83 Livingstrom, J. T. (1974). Through the Fire (2nd ed.). New York, NY: Harper Collins. p.154

The Role Of Brand Extension

The Role Of Brand Extension In over two decades, the business strategy of introducing new products as extensions has become popular (Maoz and Tybout, 2002; Hou, 2003). Similarly, brand extension is considered as a key to develop brand. In details, it is widely used as eight out of ten new products are introduced as a brand extension in the market (Keller 2003; Simms, 2005; Volckner and Sattler, 2006). Brand extension strategies are broadly applied in order to reduce marketing expense in launching new product, enhance well-known and quality of core brand, and lessen risk for companies (Keller and Aaker, 1992; Taylor and Bearden, 2002). On the other hand, exploiting valuable core brand to built up for the brand extensions are an obvious strategy for growth (Keller and Aaker, 1992) but it is not without risks for firms (Swaminathan, Fox, and Reddy, 2001; Hem, Chernatory and Iversen, 2003) in the new economic environment. Prior studies on brand extension have indicated that a successful brand extension depends a lot on firm characteristics (Hou, 2003), core brand characteristics (Keller and Aaker, 1992; Park and Kim, 2001; Hou, 2003), customer characteristics (Keller, 1993; Swaminathan, et al., 2001), extended brand characteristics (Hou, 2003), and marketing strategies (Desai and Keller, 2002; K.L Washburn, Till and Priluck, 2000; Park and Kim, 2001; Hou, 2003). Brand extensions offer many potential benefits but also can pose many problems (Keller, 2003, p.623). As a result, understanding brand extension evaluation in terms of its core brand, its characteristics and customer behaviors are very important for marketers and firms in order to expand and increase sales revenue. Thus, this paper is designed to additionally examine the relationship between parent and extended brand and its influence on customer. Furthermore, this paper will study the impact of brand extension characteristic on customer purchase intention. 2. The role of brand extension 2.1. Definition and types of brand extension As an interesting research topic, brand extension can be defined and classified into many types as well as many researchers have done about this topic. The need to differ clearly brand substitutions and changes in brand design had led to define brand name extension as the replacement of at least one of the verbal denominations of a product by another, accompanied by the disappearance of the former denomination (Collange, 2008). Brand extension is also defined as a product whose nature and function differ from those of products currently commercialized under the brand name (Cegarra and Merunka, 1993 cited in Collange, 2008). In other words, brand extension is defined as using an established brand name so-called parent brand or core brand (Volckner and Sattler, 2006) to introduce a new product (Keller, 2003). As one of the most frequently tool branding development (Volckner and Sattler, 2006) brand extension is classified into two categories: depth and width of parent brand (Keller, 2003). Keller (2003, p.581) claimed that brand extensions can come in all forms. A core brand is replaced by sub-brand (Collange, 2008) or using new feature added to the host product (Densai and Keller, 2002). In another research, Edward classified brand extension into some categories, what he calls a franchise-extension based on the brand extension characteristics and its correlation to the parent brand. Those are introduction new product as a different form with the core product, or as a component of parent product, or as a compassion product, or as a relevant product for the brand (Tauber, 2004). 2.2. The advantages of brand extension strategy As the efficient strategy, brand extension have become a usually occurrence over the last fifteen years. There are a lot of firm like Apple, which has succeeded with the extension of Apple iPod digital music player. It is concerned as a tool for firm to improve brand image when consumers inferences to the performance of new product based on what they really know about the brand itself. These inferences are noted by Keller (2003) that can improve the strength and uniqueness of the core brand. Sony is the great example for this point, when a new personal computer for multimedia application is introduced consumers may have been more likely to feel comfortable with its anticipated performance because of their experience of other Sony products than if the product had been branded by Sony as something totally new. This extension is one of factors that are seen to create and enhance the competitive advantages of Company in order to develop their product line. As competitive economic environment, extending brand is often seen as a popular (Maoz and Tybout, 2002) and beneficial strategy to introduce different product into market in order to reduce costs, risks of failure and to increase successful opportunity (Taylor and Bearden, 2002). In addition, a lot of firms are using this way expected to generate quicker positive reciprocal effects and heavier purchase by consumers (Swaminathan, et al., 2001). Moreover, another potential benefit is to facilitate the acceptance of extended brand (Keller and Aaker, 1992). Extending brands both within and beyond the original product category is deemed to be profitable. In over fifteen years, these extensions are usually motivated by the need to decrease a portfolio of brands due to the increasingly in advertising expenditure (Cegarra, 1994; Villemus, 1996 cited in Colange, 2008) or price promotions (Volckner and Sattler, 2006). For example, McDonalds has expanded broadly around the world especially in A sia, Europe and Middle-Earth with extended brands. They were successful with McNuggets in England, Maharaja Mac in India even with new product categories such as McCafe, McTreat, or non-food brand extension Golden Arch Hotel in Switzerland (Studer and Ordonez, 2000). 2.3. The risk of brand extension As the cost of opportunity, the success of brand extensions is uncertain (Nkwocha, Bao, Johnson, and Brotspies, 2005). As an innovation can be very risk (Kotler and Amstrong, 2001, pp.337), a brand extension can create negative reciprocal consequences that enhance or diminish the equity of the parent brand (Swaminathan, et al., 2001). In some specific circumstances, it is an extremely risk for firms or would be doubted (Collange, 2008). As a result, these extensions may not be successful (Martin and Stewart, 2001) and it could lead to a tangible drop in sales and market share. Extending brand in marketplace today seems to be more challenging (Hansen and Hem, 2004) and needs to select and manage very carefully (Park, Kim K., and Kim J., 2002). Besides, it requires companies to have knowledge and understanding how customer evaluate brand extensions (Bottomley and Holden, 2001) and research further how customer react upon brand extensions in order to maximize profit. In some cases, extended brand cause consumer feel unappreciated, this confusion may lead consumer to question the integrity and competence of the brand. It is noted as one of the most popular reason for the failure of brand extension (Park, Milberg and Lawson, 1991). Besides, the worst possible consequence with an extension brand is that not only does it fail, but it also diminishes the parent brand. Audi is classic example, its sales declined from USD $ 74,000 in 1985 to 21,000 in 1989 as the result of failure of Audi 5000 had launched in 1986. Each of brands created its own image and associations and introduced into the markets absolutely different from those that currently placed in the market by the Company. As the research, Keller (2003) claimed that introduction a new brand as brand extension always have significant and potentially hidden costs, it requires a new brand should be introduced and updated in the most competitively advantageous way possible. Similarly, brand name ex tended is extremely risk for firms because consumer may no longer recognize it on the shelf or doubt its quality. As the result, this could lead to a drop in sales and market share of core brand (Kapferer, 2007). Moreover, understanding unsuccessful brand extensions may harm the parent brands is very important. It also leads to research and address in this topic, when the role of brand extension and its evaluation have been finding for a long time. Therefore, before extend brand image, company must find out and measure the potential impact on brand evaluation and purchase intention (Changeur, 2004). 3. Components of the literature 3.1. Parent brand and brand extension evaluation Core brand equity According to previous researchers, the parent brand characteristics have influenced on brand extension evaluation (Hou, 2003) and play an important role in successful brand extension (Keller and Aaker, 1992). Specially, the relationship between core and extended brand is linked to the dominant and nature of the core brand (Bridges, Keller and Sood, 2000). As most of new products are extended brands from the core brand (Keller 2003; Simms, 2005; Volckner and Sattler, 2006), previous researchers have shown the positive effect of parent brand on brand extension evaluation. One of these reveals that extended brands from the high equity core brands will be shaped more favorable attitudes (Washburn, Till and Priluck, 2000). On the other hand, the core brand image is not affected negatively by brand extension failure (Keller and Aaker, 2000) and has a low risk relation with brand extension (Maoz and Tybout, 2002). The literatures on brand extension have shown the essential role of brand equity in shaping consumer attitudes about an extension (Collange, 2008). Later researches have revealed that stronger parent brand equity is, whether formed by the brands quality (Keller and Aaker, 2000) or its awareness (Reddy, Holak and Bhat, 1994) the more brand extension is appreciated and to be successful. The core brand equity has not disappeared, and it remains engraved in customers mind even though it is replaced by the extended brand. This is demonstrated by the fact that many companies continue to refer a new product by its former name (Collange, 2008) as the warranty of success. Quality of parent brand Moreover, brand extensions are perceived by customers perceive about the quality of the core brands (Densai and Keller, 2002; Taylor and Bearden, 2002). An existing brand name provides an assurance of quality, thereby reducing the risks involved in purchasing a new product (Swamanithan, et al., 2001). Extension brands from high quality parent brands are perceived as substitutes tend to be less favorably received than those from lower quality brands (Bottomley and Holden, 2001). As the importance of quality, brand extensions which are from strong quality brand are benefited more than those from the weak brands (Park, et al., 2002). Also, in the later research, those effects should depend on the level of perceived quality of the core brand and a high level of both perceived core brand quality between the original and extension product categories was necessary for favorable extension evaluations (Keller and Aaker, 1992). Customer-brand relationship The customer-brand relationship quality interacts significantly and positively with brand extension evaluation (Park, et al., 2002). In the context of introduction new brand extensions, this strong relationship helps to obtain customers acceptance on the new extensions (Park, et al., 2002) and extended brand will be formed better in customers mind (Densai and Keller, 2002). Besides, the greater customers beliefs about the core brand, the better brand extension will be evaluated (Swamanithan, et al., 2001). In addition, customer with greater perception of core brand will accept the proposed extension more favorable (Keller and Aaker, 1992). 3.2. Brand extension characteristics are most concerned in evaluating brand extension There are some brand extension characteristics which are considered by customer in evaluating brand extension (Hou, 2003). Brand attachment Due to the limitation of knowledge about new offering (Taylor and Bearden, 2002), customer may evaluate extended brand by their experience about the core brand (Swamanithan, et al., 2001). As a definition above, firstly, brand extension is integrated the variable of attachment to the initial brand (Collange, 2008). Furthermore, brand attachment is defined as an emotional relationship of consumer with the parent brand (Lacoeuilhe, 2001 cited in Collange, 2008). It means consumer who is emotionally attached to the core brand will be unhappy if it disappears, regardless of the qualities of the substitution brand. It was claimed that the stronger the consumers attachment of extended brand to the initial the more purchase intention will deteriorate. Indeed, the third condition for extended brand to be a success is that consumers must not be too attached to the brand that will eventually disappear (Collange, 2008). On the other hand, the evaluation of brand extension seems to be difficult because consumers have an established relationship to the parent brand in the extension category (Hansen and Hem, 2004). Perceived fit Another characteristic of brand extension, which is recognized as one of the key success of brand extension is perceived fit of the extended brand to the core brand (Hou, 2003). According to previous researches, perceived fit can impact brand extension evaluations in some ways. First, it affects the extension to which consumers transfer their core brand awareness to an extension (Densai and Keller, 2002). Second, consumer may fit as a cue to make their inferences about an extension (Hou, 2003). Besides, perceived fit of brand extension is an important component of extension evaluations (Bridges, et al., 2000). In other words, brand extension must fit with the core brand is considered as the first condition (Collange, 2008). It leads to evaluate brand extension more positive (Michel and Cegarra, 2002; Collange, 2008). Otherwise, lack of category fit can cause the failure of brand extension (Park, et al., 2002; Yeo and Park, 2006). An earlier research has shown that perceived fit betwe en a brand and an extension is high; consumers are more likely to base their evaluations of the new product on their attitudes toward the parent brand (Bridges, et al., 2000). Therefore, as one of the key success factor of brand extension, it is needed to manage and emphasize carefully the transfer of the brand in terms of customer perspective (Collange, 2008). In prior researches, transfer has been examined as the greatest impact on extension evaluations among these dimensions (Hou, 2003), which are complement, substitute and transfer (Keller, 2003). Moreover, these types of features involved in fit judgments (Keller, 2002) have suited. Perceived fit is not only the extensions functional similarity to the brand category but also its relevance to abstract brand benefits (Broniarczyk and Alba, 1994). Furthermore, consumers may evaluate brand extension perceived fit on deep features or surface features (Zhang and Sood, 2002). It might be the main reason leaded to the mixed results above. Perceived similarity Furthermore, perceived similarity is characterized as a factor which influence consumers acceptance of extensions (Hem and Iversen, 2008). An important reason, also, is that similarity has been found to be a major determinant of brand extension evaluations (Hansen and Hem, 2004). It is defined in terms of the features shared by the core product and extension product (Keller and Aaker, 2000). Historically, similarity is understood in terms of internal operating synergies that arise when a new product can leverage on existing market (Hem, Gronhaug, and Lines, 2002). Perceived similarity is found to be the most relevant variable that can influence on the successful result of extensions (Volckner and Sattler, 2006; Hem and Iversen, 2008). The similarity between parent and extended brand might influence on perceptions of customer to brand extension and a similar extension of a brand is evaluated more favorably than a dissimilar one (Yeo and Park, 2006). Besides, a customer perception of new brand extensions is related to similarity (Taylor and Bearden, 2002). In addition, the extension information must be deemed relevant in the parent category and the similarity between the extension and parent brand is necessary for the extension information to be considered relevant (Swaminathan, et al., 2001). In the last ten years, researchers have concerned about brand extensions. The higher similarity between the extension and the core brand, the more favorable brand extensions are assessed (Taylor and Bearden, 2002; Park, et al., 2002), the higher purchase intension will be (Collange, 2008). This result was also found in the research of Sony and Nike about extension and new brands, when perceived similarity is a positive effect on brand extension evaluation (McCarthy, Health and Milberg, 2001). Otherwise, when the extension is seen as unrelated to the core brand, extension will not be evaluated favorably this association will not be seen as relevant to judging the extension (Boush and Loken, 2003). In contrast, a number of successful extensions that lack an overall perceived similarity with the parent brand have been launched into the market (Maoz Tybout, 2002). For example, the Virgin brand has been extended to a huge range of products, such as magazines, a music retailing chain, music label, airlines, trains, holidays, personal computers, wine, cola, financial services, radio stations, bridal services, movie theatres, perfume and cellular phones (Keller, 2003). The role of similarity is to influence both positive and negative reciprocal effects (Swaminathan, et al., 2001). As these researches, thus, perceived similarity should be focused deeper on further research in order to evaluate it important role in terms of customer purchase intention (Volckner and Sattler, 2006). 3.3. Customer attitudes towards brand extension Attitudes and purchase intention Customer attitudes towards brand extension may be affected and varied in terms of age, mood and culture (Hou, 2003). As consumer is heterogeneous, they may evaluate differently brand extension (Fu, Ding and Qu, 2009). This difference is the main reason caused to the mixed results in the prior studies. For example, Zhang and Sood (2002) measure the brand extension in terms of customers age groups and they found that teens evaluate brand extensions by relying more on surface cues and less on deep cues. Similarly, the difference in culture can lead customers to uncommon response to brand extensions. Customers from Eastern culture, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extension more favorably than those in Western culture, characterized by analytic attitudes (Monga and John, 2007). Customer purchase products to obtain benefits and products deliver benefits to customers (Osselaer and Alba, 2003). In terms of customer intent to purchase extended brand, there are some opinions about the dependent on customer relationship and satisfaction in the core brand (Park, et al., 2002). An important factor that leads to customer purchase intention is a lower affective commitment to parent brand (Hansen and Hem, 2004). This means the parent brand experience has no impact on repeat purchase of the brand extension (Swaminathan, et al., 2001). In the same way, the evolution of product purchase intention corresponds to the difference in the degree of purchase intention between the product with the substitution brand and the one with the initial brand (Michel and Cegarra, 2002; Collange, 2008).On the other hand, consumers willingness to buy is influenced by perceived value of the core brand (Taylor and Bearden, 2002). Similarly, purchase decision to buy extended brand is depended on consumer level of involvement in core brand (Hansen and Hem, 2004). Customer knowledge Besides, consumer knowledge is considered as the most important factors that might influence on their attitudes towards brand extension (Hou, 2003). In a research, Brucks (1985) had described three categories of consumer knowledge: subjective knowledge, objective knowledge and prior experiences with the product category. And in the further research, subject knowledge that is what consumer think they know is considered as the strongest motivation of purchase intention for extended product (Hem, et al., 2002). Also, when consumers encounter a new product in the marketplace, they are unlikely to engage in extension cognitive deliberation. This means they might base their evaluations of an extended brand on their subjective to the core brand without considering any specific or different features that the extended brand might have (Yeung and Wyer, 2005). However, in the past research of brand extension show the mixed results for the effects of consumer knowledge on extension brand. For in stant, perceived subjective knowledge about the extension category was found that it has negative effect on brand extension evaluation, it means the evaluation of brand extensions are more positive when perceived subjective knowledge of consumer is low than when it is high (Park and Smith, 1992). In the other hand, the positive effect was found in further research (Dacin and Smith, 1994) or there is no effect on extension evaluations (Keller and Aaker, 1992). As mentioned in the research, this conflicting finding could be explained by the limited number of items used to evaluate consumer knowledge (Hem and Iversen, 2008). Therefore, the effect of subjective knowledge on evaluation brand extension is required to research further (Czellar, 2003). Customer attitudes and the characteristics of brand extension Also, as the strong relationship between the extended brand and the core brand, customer attitudes brand extension might transfer from parent brand (Keller and Aaker, 1992; Volckner and Sattler, 2006). However, customer awareness of brand extension may cause a negative effect on customer attitudes towards the core brand except the high quality of core brand and perceived fit between the core and extension brand (Hou, 2003). Besides, brand extension characteristics have the most weight in the evolution of purchase intention for the brand that has changed name (Collange, 2008). Purchase intention toward the extension is directly influenced by the perceived similarity (Swaminathan, et al., 2001). However, this influence of perceived similarity will be mediated by a categorization construct, called brand meaning (Martin and Stewart, 2001). This minor conflict is needed to research further and provided more evidence to understand customer purchase intension in relationship (Collange, 2008 ) with core brand characteristics and brand extension characteristics as well. Along with the importance of perceived similarly in the studies of brand extension, researchers have suggested that explain how and why similarly is important for successful brand extension is necessary as well. Consumers first consider there is a match between what they know and experience about the parent brand and what they believe to be true about the parent brand in a new product category (Hem, et al., 2002). If the match is perceived good, consumers might expect to transfer their attitudes to the extended brand. Hem and his co-authors (2002) have noted that consumers may also evaluate the extended brand in a more piecemeal fashion. 4. Brand extension evaluation in the fast-moving consumer goods (FMCG) industry Brand extension is used widely in many industries (Hou, 2003) and in order to evaluate brand extension effectiveness, this research scope will be narrowed down to one of the most popular and typical area industry of brand extension, FMCG. In FMCG industry, brands are viewed as the key assets of the company, and all investments will be made to create brands. The focus of the organization is on brands and all departments work together towards the brand development. Using new brand name and cooperating brand names are two of three basic brand development strategies for FMCG industry (Schuiling and Moss, 2004). The success and high rank of Procter Gamble (PG) or Nestle in this industry are the great examples for the importance of brand extension in brand development strategies. Moreover, due to very high cost needed to launch a new product and difficult marketing approaches, the use of brand extension approaches in FMCG companies is increasing for the last few years (Juda, 2007) and as the result of globalization, FMCG companies tend to take an existing brand name and then extending it to other product categories has been applied increasingly (Schuiling, 2001). Therefore, FMCG is seen as the most typical industry where required study further and deeper about brand extension. 5. Conclusion In the competitive environment, the use of brand extension is the efficient tool for many firms in order to place higher position in the market. To achieve this goal, brand extensions have been evaluated for a long time. These studies have provided the understanding of the importance of brand extension and the need to address brand extension evaluation in this paper. Also, the relationship between the core brand and the extended brand is shown clearly, especially in terms of brand extension characteristics and customer attitudes towards brand extensions. However, to date, the conflicts in the literatures have existed and deeper understanding brand extension evaluation and its relation to customer purchase intention require researching further (Collange, 2008). Moreover, the limitation in number of items used to measure is reason that cause to the irrelevant results in the past researches. There are still some mixed results about the impact of perceived similarity and perceived fit on customer purchase intension, the lack of information about the correlation between the parent brand and the extended brand. These confusions need to re-solve in further research. As mentioned in the background and literature review, the extended brand is strongly affected by the parent brand. When an extended brand is being created, it would be necessary for marketers to understand how customers look at the brand extension and how it will impact on their purchase intention. In order to have further understanding this issue in the FMCG industry in Vietnam, the below questions and hypotheses have been developed: Q1: What are the factors of parent brand affect on brand extension evaluation? H1: High equity of parent brand will provide more favorable effects on extended brand. H2: Perceived quality of parent brand correlates to extended brand perceived quality. H3: Customers relationship of the parent brand positively correlates to the acceptance of extended brand. H4: Customer attitude toward parent brand will relatively affects on the extended brand. Q2: How brand extension characteristics influence on customer purchase intention? H5: The more similarity to the parent brand, the higher level of customer purchase intention of extended brand. H6: The higher of perceived fit of extended brand to the parent brand will positively impact on the customer purchase intention of extended brand. H7: Customers attachment to the parent brand is correlated to the customer purchase intention of extended brand. H8: Customer awareness of the extended brand is correlated to the level of their purchase intention of extended brand.