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Journal articles on the topic 'Brand extensions'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 April 2022

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1

Chang, Joseph W. "The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality." Journal of Product & Brand Management 29, no. 7 (2020): 985–97. http://dx.doi.org/10.1108/jpbm-04-2019-2355.

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Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, bra

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Reddy, Srinivas K., Susan L. Holak, and Subodh Bhat. "To Extend or Not to Extend: Success Determinants of Line Extensions." Journal of Marketing Research 31, no. 2 (1994): 243–62. http://dx.doi.org/10.1177/002224379403100208.

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The authors study the determinants of line extension success using data on 75 line extensions of 34 cigarette brands over a 20-year period to investigate the relative effects of brand, extension, and firm characteristics on the incremental market share of brand line extensions. The econometric model also captures the extent of cannibalization of parent brand sales that may have occurred due to the line extension's introduction. The authors also explore the role of a brand's symbolic value as a factor in line extension success. Results indicate that parent brand strength and its symbolic value,

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Heath, Timothy B., Devon DelVecchio, and Michael S. McCarthy. "Line Extension Asymmetry: Higher Quality Line Extensions Help, Lower Quality Extensions Do Only a Little Harm." GfK Marketing Intelligence Review 5, no. 1 (2013): 31–37. http://dx.doi.org/10.2478/gfkmir-2014-0024.

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Abstract "Managers often extend brands to different quality levels. Adding lower priced variants is a particularly popular option for fighting the growing number of retailer brands. Such a move may increase sales, but it also risks diluting brand image. This study examines such line extensions by testing middle-quality brands that offer higher or lower quality line extensions. According to the results, the adverse effects of brands’ lower quality versions seem to be overestimated. Higher quality line extensions improved overall brand perception and evaluation far more than lower quality extens

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Muroyiwa, O., R. Abratt, and M. Mingione. "The effect of vertical brand extensions on consumer-brand relationships in South Africa." South African Journal of Business Management 48, no. 1 (2017): 1–10. http://dx.doi.org/10.4102/sajbm.v48i1.15.

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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers’ perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identif

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Sichtmann, Christina, Klaus Schoefer, Markus Blut, and Charles Jurgen Kemp. "Extending service brands into products versus services." European Journal of Marketing 51, no. 1 (2017): 200–218. http://dx.doi.org/10.1108/ejm-08-2013-0460.

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Purpose This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level success drivers, as well as the perceived quality of the extension. Design/methodology/approach This study included an empirical testing of a conceptual framework using a hierarchical linear modeling approach and testing of hypotheses with a multilevel regression analysis. The data set consisted of 216 respondents

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Koo, Jakeun. "Antecedents of the attitude toward the athlete celebrities' human brand extensions." International Journal of Sports Marketing and Sponsorship 23, no. 2 (2021): 241–58. http://dx.doi.org/10.1108/ijsms-12-2020-0241.

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PurposeThe present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.Design/methodology/approachIn total, 198 participants answered online survey questions before and after being informed of athlete bran

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Palmeira, Mauricio, Jing Lei, and Ana Valenzuela. "Impact of vertical line extensions on brand attitudes and new extensions." European Journal of Marketing 53, no. 2 (2019): 299–319. http://dx.doi.org/10.1108/ejm-07-2017-0431.

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Purpose Companies often extend brands to higher or lower quality tiers to access different market segments. However, the impact of such extensions on the brand and its subsequent offerings is not yet conclusive. While some studies found an “averaging” pattern (all models contribute equally to the overall perception of the brand: a symmetric effect), others found a “best-of-brand” pattern (the positive impact of an upstream extension is much greater than the negative impact of a downstream extension: an asymmetric effect). This paper aims to reconcile these seemingly conflicting findings by ass

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Eren-Erdogmus, Irem, Ilker Akgun, and Esin Arda. "Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions." Journal of Fashion Marketing and Management: An International Journal 22, no. 4 (2018): 476–93. http://dx.doi.org/10.1108/jfmm-02-2018-0020.

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PurposeIn recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.Design/methodology/approachThis study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify

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Walsh, Patrick, and Antonio Williams. "To Extend or Not Extend a Human Brand: An Analysis of Perceived Fit and Attitudes Toward Athlete Brand Extensions." Journal of Sport Management 31, no. 1 (2017): 44–60. http://dx.doi.org/10.1123/jsm.2015-0314.

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While athletes have been building and leveraging their brands for many years by introducing brand extensions, research on sport brand extensions has primarily focused on factors that influence the success of team-related extensions. However, as there is potential risk involved when introducing brand extensions, it is important for athletes to understand how consumers respond to extensions they may introduce. Through the use of self-administered web-based surveys this study provides the initial examination of this topic by exposing participants (n = 292) to hypothetical brand extensions and inv

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Smith, Daniel C., and C. Whan Park. "The Effects of Brand Extensions on Market Share and Advertising Efficiency." Journal of Marketing Research 29, no. 3 (1992): 296–313. http://dx.doi.org/10.1177/002224379202900302.

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The authors examine the effects of brand strategy (i.e., brand extensions vs. individual brands) on new product market share and advertising efficiency, and the degree to which these effects are moderated by characteristics of the brand, the product to which it is extended, and the market in which that product competes. The findings indicate that brand extensions capture greater market share and realize greater advertising efficiency than individual brands. The strength of the parent brand is related positively to the market share of brand extensions but has no effect on advertising efficiency

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Sahin, Nilay, and Elif Akagun Ergin. "Consumers’ Attitudes towards Brand Extensions: An Analysis on Food and Textile Industries in Turkey." International Journal of Marketing Studies 8, no. 1 (2016): 72. http://dx.doi.org/10.5539/ijms.v8n1p72.

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<p>Brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers’ attitude towards extensions is modified on the basis of their cognitional reactions and relations between the parent brand and extended product and/ or product categories. This study aims at conducting an exploratory research and revealing the relationship between the parent brand and the extended brand. More specifically, the impact of parent brand loyalty on the extensi

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Childs, Michelle, Byoungho Jin, and William L. Tullar. "Vertical versus horizontal line extensions: a comparison of dilution effects." Journal of Product & Brand Management 27, no. 6 (2018): 670–83. http://dx.doi.org/10.1108/jpbm-01-2017-1386.

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Purpose Many apparel brands use growth strategies that involve extending a brand’s line horizontally (same price/quality) and/or vertically (different price/quality). While such opportunities for growth and profitability are enticing, pursuing them could dilute a highly profitable parent brand. Categorization theory’s bookkeeping model and the cue scope framework provide the theoretical framework for this study. The purpose of this study is to test whether specific attributes of a line extension (i.e. direction of extension, brand concept, price discount and perceived fit) make a parent brand

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Lane, Vicki R., and Fernando Fastoso. "The impact of repeated ad exposure on spillover from low fit extensions to a global brand." International Marketing Review 33, no. 2 (2016): 298–318. http://dx.doi.org/10.1108/imr-12-2011-0270.

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Purpose – Previous research warns against low-fit extensions as prone to causing negative spillover and, through it, harming the parent brand equity. Using the theory of schema-triggered affect and the link formation hypothesis, the purpose of this paper is to develop and tests predictions as to how negative spillover from low-fit extensions can be actively managed through repeated ad exposure. Design/methodology/approach – A controlled experiment assesses the response of US consumers to the Dutch Heineken brand, a top 100 global brand, following sequential and repeated exposure to print ads d

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Tripathi, Vibhuti, Pooja Rastogi, and Suresh Kumar. "Direct and Moderating Influence of Perceived Fit, Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India." Global Business Review 19, no. 6 (2018): 1681–92. http://dx.doi.org/10.1177/0972150918794978.

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The shifting market dynamics and harsh rivalry of the worldwide economy have augmented the role of brands to an incomparable level. Brand extension has emerged as a popular strategy in the marketing area. While it brings brands closer to success, it is also imperative and important to understand how consumers evaluate and presume similar or dissimilar extensions and what is the substantial influence of risk and subsistence of parent brand on extension success? Identifying and analysing such relationships could be helpful and important for personal care brands in India to gain an edge over comp

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Joshi, Richa, and Rajan Yadav. "Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry." Vision: The Journal of Business Perspective 21, no. 3 (2017): 305–13. http://dx.doi.org/10.1177/0972262917716763.

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Brand extension is an important strategy to utilize the credibility of the brand and to minimize the advertising costs. The strategy is used in various industries these days but fast moving consumer goods (FMCG) is such an industry which lie closer to a consumer, hence the immediate effect of any strategy can be properly viewed in this industry. The study is an attempt to provide a framework to examine the effects of brand extension strategy on parent brand equity. It is based on two real FMCG brands of Indian market and their brand extensions. Two frameworks are shown based on the two brands

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ARIKAN, Esra, Cengiz YILMAZ, and Muzaffer BODUR. "EXPANDING THE BOUNDARY OF BRAND EXTENSIONS THROUGH BRAND RELATIONSHIP QUALITY." Journal of Business Economics and Management 17, no. 6 (2016): 930–44. http://dx.doi.org/10.3846/16111699.2016.1220420.

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Research on brand extensions identifies the concept of perceived fit as the prime determinant of success. Yet, it is not difficult to find examples of brands that have been extended successfully into “perceptually distant” domains. In an attempt to resolve this discrepancy between research insights and practical experiences, the study investigates the role of Brand Relationship Quality (BRQ) as a critical factor determining consumer responses to brand extensions. The proposed model is tested separately in the context of three different fit scenarios (high, moderate, and low) with data from 502

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Balachander, Subramanian, and Sanjoy Ghose. "Reciprocal Spillover Effects: A Strategic Benefit of Brand Extensions." Journal of Marketing 67, no. 1 (2003): 4–13. http://dx.doi.org/10.1509/jmkg.67.1.4.18594.

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A commonly advanced rationale for the proliferation of brand extensions is companies’ motivation to leverage the equity in established brands, thereby developing profitable products relatively easily. A more interesting strategic argument for brand extensions that has been advanced is that extensions would favorably affect the image of the parent brand and thereby influence its choice. In this research, the authors investigate the existence of such reciprocal spillover effects emanating from the advertising of a brand extension. The authors use scanner panel data and study spillover effects of

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Dimitriu, Radu, Luk Warlop, and Bendik Meling Samuelsen. "Brand extension similarity can backfire when you look for something specific." European Journal of Marketing 51, no. 5/6 (2017): 850–68. http://dx.doi.org/10.1108/ejm-09-2015-0662.

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Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This happens because similarity influences the perceived positioning of a brand extension: lower similarity extensions can be perceived as “specialized” products, whereas high similarity extensions are perceived as “all-in-one” products not performing exceptionally well on any specific attribute. Design/methodology/approach The authors test the hypothesized effect through three e

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Lane, Vicki R. "The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions." Journal of Marketing 64, no. 2 (2000): 80–91. http://dx.doi.org/10.1509/jmkg.64.2.80.17996.

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The author challenges the view that incongruent extensions are doomed to fail and demonstrates that brand extension ad content and repeated exposure to those advertisements influence consumer reactions to incongruent extensions. In a study of four highly regarded brands, participants who viewed brand extension advertisements five times evaluated incongruent extensions more positively, expressed higher usage intentions, indicated more favorable consistency judgments, and exhibited increased elaboration and more positive elaboration than did participants who viewed the advertisements only once.

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Kumar, Piyush. "Brand Counterextensions: The Impact of Brand Extension Success versus Failure." Journal of Marketing Research 42, no. 2 (2005): 183–94. http://dx.doi.org/10.1509/jmkr.42.2.183.62289.

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In this article, the author investigates the impact of a brand extension's success versus failure on customer evaluation of brand counter-extensions. A counterextension is a brand extension that is launched into Category A by Brand 2 that belongs to Category B in a reciprocal direction to a launch of a previous extension into Category B by Brand 1 that belongs to Category A. The results from five studies show that customers evaluate a counterextension more favorably when the preceding extension is a success rather than a failure. Furthermore, the evaluation of the counterextension is superior

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Hanslin, Kamilla, and Anne Rindell. "Consumer-brand relationships in step-down line extensions of luxury and designer brands." Journal of Fashion Marketing and Management 18, no. 2 (2014): 145–68. http://dx.doi.org/10.1108/jfmm-04-2013-0057.

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Purpose – The purpose of this paper is to discuss and identify consumer-brand relationships in a luxury brand context. The focus is on consumer-brand relationship forms emerging in relation to step-down line extensions of luxury brands. The study is positioned within fashion industry. Design/methodology/approach – A qualitative research approach is adopted analyzing data from 13 open consumer interviews. Photo collages of luxury brands and their step-down line extension logos were used as inspiration for informants in the interviews. Findings – Findings show that consumer-brand relationships m

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Hennigs, Nadine, Klaus‐Peter Wiedmann, Stefan Behrens, Christiane Klarmann, and Juliane Carduck. "Brand extensions." Journal of Fashion Marketing and Management: An International Journal 17, no. 4 (2013): 390–402. http://dx.doi.org/10.1108/jfmm-03-2013-0022.

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Keller, Kevin Lane, and David A. Aaker. "The Effects of Sequential Introduction of Brand Extensions." Journal of Marketing Research 29, no. 1 (1992): 35–50. http://dx.doi.org/10.1177/002224379202900104.

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A laboratory experiment examines factors affecting evaluations of proposed extensions from a core brand that has or has not already been extended into other product categories. Specifically, the perceived quality of the core brand and the number, success, and similarity of intervening brand extensions, by influencing perceptions of company credibility and product fit, are hypothesized to affect evaluations of proposed new extensions, as well as evaluations of the core brand itself. The findings indicate that evaluations of a proposed extension when there were intervening extensions differed fr

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Chen, Yu-Shan Athena, and Lien-Ti Bei. "The effects of logo frame design on brand extensions." Journal of Product & Brand Management 29, no. 1 (2019): 97–113. http://dx.doi.org/10.1108/jpbm-12-2017-1698.

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Purpose The purposes of two experiments were to examine how brands may create a broad brand impression and benefit brand extensions by crafting logo frames. Design/methodology/approach Two experimental studies were conducted. Study 1 examines how removing and breaking logo frames expands perceived brand breadth. Study 2 considers the implication of this logo frame effect and indicates the impact of logo frames on brand extension scenarios. Findings Removing and breaking logo frames could expand perceived brand breadth and, in turn, benefits the brand extensions, especially for promotion-focuse

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Bravo, Rafael, Leif E. Hem, and José M. Pina. "From Online to Offline Through Brand Extensions and Alliances." International Journal of E-Business Research 8, no. 1 (2012): 17–34. http://dx.doi.org/10.4018/jebr.2012010102.

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This paper studies the expansion of an online brand towards an offline product category through brand extensions and alliances. Specifically, it analyses the effects on the online brand image as a consequence of this expansion, and it analyses them under different conditions of image and fit. An empirical study was conducted to 407 undergraduates in a Spanish University, and data are analyzed through multivariate analysis of variance. Main results lead us to conclude that: (1) the effects of extensions and alliances are mainly negative on the online brand image, (2) the impact is focused speci

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Broniarczyk, Susan M., and Joseph W. Alba. "The Importance of the Brand in Brand Extension." Journal of Marketing Research 31, no. 2 (1994): 214–28. http://dx.doi.org/10.1177/002224379403100206.

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Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, surprisingly little attention has been paid to other associations specific to the brand itself. The authors perform three experiments to explore the relative importance of these associations. The experiments reveal that brand-specific associations may dominate the effects of brand affect and category similarity, particularly when consumer knowledge of the brands is high. The authors conclude by discu

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Srivastava, Rajesh. "Measuring the effectiveness of the communication strategy by using Brand Score Technique - a practitioner Study." Measuring Business Excellence 20, no. 3 (2016): 26–41. http://dx.doi.org/10.1108/mbe-07-2014-0025.

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Purpose The purpose of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purposes of the study. Design/methodology/approach In the study of brands, 120 respondents participated in dish-washing category. A survey was conducted to test the brand score and to see if communication effectiveness impacts the brand score of extensions. Findings The report finds that brand score is an indicator of how effective a brand is. Higher brand equity helps in gettin

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Lye, Ashley, P. Venkateswarlu, and Jo Barrett. "Brand Extensions: Prestige Brand Effects." Australasian Marketing Journal (AMJ) 9, no. 2 (2001): 53–65. http://dx.doi.org/10.1016/s1441-3582(01)70175-9.

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Chang, Joseph W., and D. Steven White. "The adverse effects of inferior innovations." Management & Marketing 12, no. 3 (2017): 361–75. http://dx.doi.org/10.1515/mmcks-2017-0022.

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AbstractThis research advances brand innovation research by examining the adverse effects of inferior innovative extensions on the brand innovability of own parent brands. Brand innovability conceptually consists of brand quality and innovativeness. The results reveal that radical and incremental inferior innovations exert asymmetric adverse effects on brand quality and innovability. For brand quality, inferior radical innovations exert more negative impacts on the quality of pioneer brands than on the quality of follower brands. However, inferior incremental innovations exert identical negati

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Yeung, Catherine W. M., and Robert S. Wyer. "Does Loving a Brand Mean Loving Its Products? the Role of Brand-Elicited Affect in Brand Extension Evaluations." Journal of Marketing Research 42, no. 4 (2005): 495–506. http://dx.doi.org/10.1509/jmkr.2005.42.4.495.

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Three studies examine the influence of brand-elicited affect on consumers' evaluations of brand extensions. When a brand spontaneously elicits affective reactions, consumers appear to form an initial impression of the brand's new extension based on these reactions. The affect that they experience for other reasons and attribute to the brand can influence this impression as well. Their later evaluations of the extension are then based on this impression. This is true regardless of the similarity between the extension and the core brand. These results contrast with evidence that affect influence

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Ye, Shun, Linfeng (Zenny) Wu, and Soyon Paek. "Examining the Step-Up Brand Extensions of Budget Hotels: The Reciprocal Spillover Effects." Cornell Hospitality Quarterly 61, no. 2 (2019): 154–69. http://dx.doi.org/10.1177/1938965519890580.

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This study investigates and validates the reciprocal spillover effects model in the upward extensions of budget hotel brands to the midscale market. In particular, the relationships among the components of extended brand performance (i.e., quality, innovativeness, and involvement) and their effects on customer attitude toward parent budget brands are modeled and tested through an empirical study of three leading budget hotel brands in China and their mid-end extensions. Data were collected through an online survey of 790 customers and then analyzed using structural equation modeling. Results c

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Allman, Helena F., Kelly Hewett, and Mandeep Kaur. "Understanding Cultural Differences in Consumers’ Reactions to Foreign-Market Brand Extensions: The Role of Thinking Styles." Journal of International Marketing 27, no. 2 (2019): 1–21. http://dx.doi.org/10.1177/1069031x19836780.

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One popular strategy for brands to grow outside of their home markets is to use line extensions. Although extensive research has examined how factors such as culture influence product acceptance across markets, far less is known regarding how such factors influence parent brand perceptions in response to an extension. This article investigates the role of one aspect of culture, consumers’ thinking styles, in terms of postextension parent brand spillover effects, and considers potential implications for firms’ global brand strategies, including the extension’s direction (upward or downward) and

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Kasper, H., Y. Strepp, and NS Terblanche. "An exploratory qualitative study of brand associations as a means for brand extensions : Part 1." South African Journal of Economic and Management Sciences 8, no. 3 (2014): 272–86. http://dx.doi.org/10.4102/sajems.v8i3.1205.

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Brand extension has been regarded as a means to achieve growth by capitalising on the reputation of an established brand. However, the extent to which brand extensions can benefit from or even detract from the original brand, is determined by various factors. This study focuses on brand associations as means to extend the original brand. A qualitative study was used to elicit an unbiased picture of consumers’ associations of a brand. The qualitative study, in contrast with the quantitative nature of most previous studies, enables further probing on the comments made by respondents. The study e

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Mehta, Ritu, and Sanket Agrawal. "Embracing the organic way: is consumer preference the same for all brands?" International Journal of Retail & Distribution Management 48, no. 5 (2020): 453–64. http://dx.doi.org/10.1108/ijrdm-09-2019-0311.

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PurposeThe growing market for organic products presents a tremendous opportunity for marketers to extend their existing brands. However, there is hardly any research that investigates the factors extension from an organic parent brand is preferred over extension into same product category for success of such brand extensions. This paper investigates the role of two different bases consumers may use to evaluate the extension into organic product – organic status of the parent brand and its similarity to the extended product category.Design/methodology/approachThe study involved a 2 × 2 (organic

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Wu, Jintao, Na Wen, Wenyu Dou, and Junsong Chen. "Exploring the effectiveness of consumer creativity in online marketing communications." European Journal of Marketing 49, no. 1/2 (2015): 262–76. http://dx.doi.org/10.1108/ejm-03-2013-0148.

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Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand attitudes by affecting their attitudes toward the creative activity itself. Furthermore, consumer creativity moderates the effect of consumers’ perceived level of fit on their acceptance of brand extensions, such that creative consumers will show a higher level of acceptance of distant brand extensions. Design/met

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Arsenos, Panagiotis, Dimitrios Charamis, and Alexandros Garefalakis. "Pricing of brand extensions based on perceptions of brand equity." Journal of Governance and Regulation 7, no. 2 (2018): 15–21. http://dx.doi.org/10.22495/jgr_v7_i2_p2.

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The paper explores the role of brand equity when pricing hypothetical brand extensions. Companies tend to use different pricing techniques for their products, and their pricing decisions are based on many factors, including image and category fit of the product with the existing image and products of the company. Brand extensions are usually investigated from a consumer perspective, focusing on the extension attitude, however, it is essential to understand the corporate decision-making process regarding pricing. Exploring this matter using quantitative research methods, the study provides empi

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Boisvert, Jean. "Reciprocal transfer of brand associations between service parent brands and upward line extensions." Journal of Service Theory and Practice 26, no. 2 (2016): 222–43. http://dx.doi.org/10.1108/jstp-09-2014-0189.

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Purpose – The purpose of this paper is to investigate the extent to which the accessibility of established parent brand information and the diagnosticity of newly launched horizontal and upward service line extensions affect transfer and reciprocal transfer of brand associations. Design/methodology/approach – A field study using a survey methodology based on a 2×2 experimental random design was conducted with a sample representative of the target population of an established bank in Eastern Canada. Two levels of parent brand accessibility (high/low) and two levels of line extension (upward/hor

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Singh, Jaywant, John Scriven, Maria Clemente, Wendy Lomax, and Malcolm Wright. "New Brand Extensions." Journal of Advertising Research 52, no. 2 (2012): 234–42. http://dx.doi.org/10.2501/jar-52-2-234-242.

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Hem, Leif E., and Nina M. Iversen. "Effects of Different Types of Perceived Similarity and Subjective Knowledge in Evaluations of Brand Extensions." International Journal of Market Research 51, no. 6 (2009): 1–19. http://dx.doi.org/10.1177/147078530905100605.

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The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of different areas of consumer knowledge. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original categor

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Dacin, Peter A., and Daniel C. Smith. "The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions." Journal of Marketing Research 31, no. 2 (1994): 229–42. http://dx.doi.org/10.1177/002224379403100207.

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A growing number of brands are becoming associated with a portfolio of different product categories. Although concerns have been raised that adding products to a brand may weaken it, there is a paucity of research exploring the effects of brand portfolio characteristics on brand strength. Using two laboratory experiments and a survey, the authors examine the effects of several brand portfolio characteristics on consumers’ confidence in and favorability of their evaluations of subsequent brand extensions. The experiment-based findings reveal a positive relationship between the number of product

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O’Reilly, Kelley A., Alhassan G. Mumuni, Stephen J. Newell, and Branden J. Addicott. "Parent brand quality, service intensity and consumers’ usage consideration of service-to-service brand extensions." Journal of Product & Brand Management 26, no. 7 (2017): 690–703. http://dx.doi.org/10.1108/jpbm-08-2016-1299.

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Purpose This study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual consumers of a national oil change retailer contemplating various service brand extensions. Design/methodology/approach Data for the study were collected in two separate surveys using structured self-administered questionnaires. Three drivers were measured for their effect on consumers’ usage consideration for service brand extensions (dependent variable), namely, parent brand evaluation, extension fit and degree o

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Veg-Sala, Nathalie, and Elyette Roux. "A semiotic analysis of the extendibility of luxury brands." Journal of Product & Brand Management 23, no. 2 (2014): 103–13. http://dx.doi.org/10.1108/jpbm-02-2014-0499.

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Purpose – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Design/methodology/approach – Considering a long-term perspective and the discourse directly emitted by brands, the aim is to study how can brand extension potential be predicted through the analysis of brand contracts? Findings – Three groups of brands are identified: brands anchored in both determination and mastery contracts defined as open (high extendibility); brands anchored in a determinati

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Walsh, Patrick, Isabell Rhenwrick, Antonio Williams, and Adia Waldburger. "Team brand extension or licensed product? Examining consumer awareness of two distinct brand strategies." Sport, Business and Management: An International Journal 4, no. 2 (2014): 96–108. http://dx.doi.org/10.1108/sbm-02-2012-0007.

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Purpose – While brand extensions and licensing are two distinct brand strategies, recent literature suggests that licensing be treated as an “external” brand extension. As both of these strategies have the ability to have positive and negative effects on the team's brand it is important to understand if consumers are aware if they are purchasing licensed products or extensions. Therefore, the purpose of this paper is to examine if consumers are aware when a brand extension or licensing situation is present. Design/methodology/approach – This research involved exposing participants to a total o

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Ramanathan, Jayasankar, and Keyoor Purani. "Brand extension evaluation: real world and virtual world." Journal of Product & Brand Management 23, no. 7 (2014): 504–15. http://dx.doi.org/10.1108/jpbm-04-2014-0559.

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Purpose – The purpose of this paper is to help marketing scholars view virtual worlds as new product–markets and trigger serious investigations on consumer evaluation of brand extensions when a brand is extended from the real world to a virtual world and vice versa. Design/methodology/approach – The paper makes an extensive review of studies on virtual world. Further, it amalgamates understanding from well-established literature on consumer evaluation of brand extensions into the emerging virtual world understanding to conceptualize moderating influence of contexts – the real world context and

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Liu, Xin, Jing Hu, and Bing Xu. "Does eWOM matter to brand extension?" Journal of Research in Interactive Marketing 11, no. 3 (2017): 232–45. http://dx.doi.org/10.1108/jrim-02-2016-0012.

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Purpose The purpose of this study is to find out how electronic word of mouth (eWOM) may affect evaluations of products with different brand images. In particular, the study explores differential eWOM impacts across several brand types and extension categories. Design/methodology/approach An experiment with 2 (brand image: prestige/function) × 2 (category similarity: low/high) × 2 (eWOM message type: positive/negative) between-subjects design was used to examine the impacts of eWOM on different types of brand extensions. A total of 268 subjects from a public university in the Southwest partici

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Ozretic-Dosen, Durdana, Marta Brlic, and Tanja Komarac. "Strategic Brand Management in Emerging Markets: Consumer Perceptions of Brand Extensions." Organizations and Markets in Emerging Economies 9, no. 1 (2018): 135–53. http://dx.doi.org/10.15388/omee.2018.10.00008.

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The purpose of this paper is to examine consumers’ perceptions of the parent brand and their attitudes towards the brand extensions by exploratory researching the topic in the new context of one emerging European market. Theoretical part gives a comprehensive description and analysis of the main features of the brand extension strategy. The purpose of the primary research is to explore and understand Croatian consumers’ perceptions about the global parent brand (Coca-Cola) and their attitudes towards its extensions on the Croatian market. Research results support the assumption that managers s

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Boisvert, Jean, and Nicholas J. Ashill. "The impact of branding strategies on horizontal and downward line extension of luxury brands." International Marketing Review 35, no. 6 (2018): 1033–52. http://dx.doi.org/10.1108/imr-10-2017-0208.

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PurposeThe purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA).Design/methodology/approachThis study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design.FindingsThe study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose

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Srivastava, Rajesh. "Measuring the effectiveness of the communication strategy by using the brand score technique – a conceptual study." Journal of Asia Business Studies 9, no. 2 (2015): 133–46. http://dx.doi.org/10.1108/jabs-07-2014-0051.

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Purpose – The aim of the study is to find the relation between brand score and strategy through measurement of brand score. Quantitative methods to assess consumer awareness, satisfaction and preferences are the main purpose of the study. Design/methodology/approach – One hundred twenty respondents participated in the study of brands in dish washing category. A survey was conducted to test the brand score and to see if communication effectiveness impacts the brand score of extensions. Findings – The report finds that brand score is an indicator of how effective a brand is. Higher brand equity

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Koschmann, Anthony, and Jagdish Sheth. "Brand line extensions: creating new loyalties or internal variety-seeking?" Journal of Product & Brand Management 27, no. 4 (2018): 351–62. http://dx.doi.org/10.1108/jpbm-08-2017-1535.

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Purpose The purpose of this paper is to examine whether line extensions (modified brands) create their own loyalties or induce variety-seeking within the brand. Prior research has explored how the branded house strategy (i.e. multiple products bearing the same brand name) retains customers from competing brands. However, this research investigates loyalty within the brand by comparing loyalty and variety-seeking rates of modified brands. Design/methodology/approach Markov chains examine behavioral loyalty and switching rates of panel households in the USA over several quarters for two family b

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Fang, Xiang, and Shengdong Lin. "The influence of status differentiation on vertical brand extension." Nankai Business Review International 8, no. 4 (2017): 404–23. http://dx.doi.org/10.1108/nbri-04-2016-0014.

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Purpose In this paper, the authors aim to propose that status differentiation, the extent to which people differentiate their behaviors or attribute power to others according to perceived status differences, moderates the effect of stretch direction upward or downward and brand image prestige or functional on consumers 2019 responses to line extensions. Design/methodology/approach This study was a 2 (culture: Chinese vs American) × 2 (stretch direction: up vs down) × 2 (brand image: prestige vs functional) experiment design. Study 2 was a 2 (status differentiation: high vs low) × 2 (stretch di

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