A Process-Tracing Study of Brand Extension Evaluation

Boush, David M.; Loken, Barbara

doi:10.2307/3172723

Cited by 486 publications

(527 citation statements)

References 7 publications

Supporting

Mentioning

490

Contrasting

Unclassified

Order By: Relevance

“…A type of information that fulfills these requirements is the kinds of products a firm makes. Indeed, several studies have suggested that consumers use the type and quality of one of a firm's products to infer the quality of its other products (e.g., Aaker and Keller 1990;Boush and Loken 1991). More specifically, both the similarity between products in a firm's portfolio and the extension product's manufacturing difficulty have been shown to influence attitudes toward brand extensions.…”

Section: Quality Inferences When Products Vary In Difficultymentioning

confidence: 99%

How consumers’ assessments of the difficulty of manufacturing a product influence quality perceptions

Johnson

Folkes

2007

J. of the Acad. Mark. Sci.

View full text Add to dashboard Cite

This research shows that the perceived difficulty of manufacturing a product influences consumers' perceptions of the firm's other products. In three experiments (with 152 participants in Study 1, 86 in Study 2, and 91 in Study 3), participants received information about the quality of a firm's product and then inferred the quality of another product from the firm. When participants believed that the initial product was relatively more difficult to manufacture than the second product, they inferred that the second product would be high in quality. However, when participants believed that the initial product was relatively easy to manufacture, they inferred that the second product would be low in quality. These effects occurred when perceived difficulty of manufacture was manipulated (Study 2) and occurred regardless of whether both products had dissimilar product benefits (Study 1) or whether brand names were present (Study 3).

show abstract

Section: Quality Inferences When Products Vary In Difficultymentioning

confidence: 99%

How consumers’ assessments of the difficulty of manufacturing a product influence quality perceptions

Johnson

Folkes

2007

J. of the Acad. Mark. Sci.

View full text Add to dashboard Cite

show abstract

“…Most marketing literature deals with an endorsement of one brand by another brand in the same product category (image transfer by line extensions, Aaker and Keller, 1990;Park, Milberg and Lawson, 1991), products complementing each other (co-branding, Rao and Ruekert, 1994) or linking organizational associations (eg social responsibility and financial performance) to product associations (Belch and Belch, 1987;Keller and Aaker, 1994). An endorsement will be more successful if consumers perceive similarity between the core brand and its extension (Boush and Loken, 1991).…”

Section: The Marketing Viewmentioning

confidence: 99%

The Reputational Landscape

Fombrun¹,

Riel

1997

Corp Reputation Rev

587

423

View full text Add to dashboard Cite

“…In this group of potential drivers, only the hypothesis that the likeliness of success of the planned brand transfer will decrease with a higher variance of quality assessment of other products of the mother brand can be confirmed (Dancin/Smith, 1994;Sattler/Völckner, 2003;Zatloukal, 2002). The majority of studies, on the contrary, could not prove that the likelihood of success of future brand image transfers rises with an increased number of previous brand image transfers, a wide product range of the mother brand, or with the consistent positioning of previous brand image transfers (Boush/Loken, 1991 Zatloukal, 2002). The characteristics of the transferred product's product category represent the second group of success factors.…”

Section: Introductionmentioning

confidence: 95%

Identification and stereotypes as determinants of brand extension potential

Schons

Thöne

2017

Innovative Marketing

View full text Add to dashboard Cite

Current research suggests that social identification processes play an important role in markets. In this study, the authors propose that marketing research has neglected one important factor, which influences the success of a brand extension, namely the group processes between social groups and brand communities framing the new product introduction. Based on social identification theory, the authors derive a framework integrating identification and stereotyping processes, simultaneously testing for drivers of brand extension potential, which have been found to be important in past empirical studies. Using a structural equation modeling approach, the authors test for in-group and out-group effects in two hypothetical brand extension scenarios of one snowboard brand (Burton), and a surf brand (Billabong) into the ski market. They find that the social identification processes underlying the new product introduction significantly drive the potential success of the brand extension. By being the first study to explore the role of identification and stereotype effects in brand extension, the authors make an important contribution to research in this area. Moreover, our study provides important implications for brand managers planning to extend their brands into new product categories.

show abstract

A Process-Tracing Study of Brand Extension Evaluation

Cited by 486 publications

References 7 publications

How consumers’ assessments of the difficulty of manufacturing a product influence quality perceptions

How consumers’ assessments of the difficulty of manufacturing a product influence quality perceptions

The Reputational Landscape

Identification and stereotypes as determinants of brand extension potential

Contact Info

Product

Resources

About