An examination of the effects of perceived difficulty of manufacturing the extension product on brand extension attitudes

Mariadoss, Babu John; Echambadi, Raj; Arnold, Mark J.; Bindroo, Vishal

doi:10.1007/s11747-010-0190-9

Cited by 15 publications

(5 citation statements)

References 30 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…As customers enter the delight/disgust stages, will the moderating effects change? Mariadoss et al (2010) suggest that significant changes can be expected where the non-linear relationship that is being moderated is non-monotonic and changes direction, as illustrated by either a U-shaped or inverted relationship. Where the non-linear effect is only due to a single inflection point in the slope of the main effect in the same direction (as at the delight/disgust level), we do not a priori expect a significant interaction between the quadratic component of satisfaction, and relationship age/continuance commitment.…”

Section: Ejm 4710mentioning

confidence: 99%

For better or for worse?

Ranaweera

Menon

2013

European Journal of Marketing

View full text Add to dashboard Cite

Purpose -The authors aim to study the direct and moderating effects of relationship age, continuance commitment and satisfaction on the generation of positive and negative word of mouth (P/NWOM). Design/methodology/approach -Hypotheses based on the notion of liability of adolescence and the motivation to generate P/NWOM were tested with data collected through a survey of a random sample of customers of fixed-line telephone users. Findings -Relationship age adversely impacts PWOM and the effect of satisfaction on both P/NWOM. Continuance commitment increases NWOM and causes dissatisfied customers to generate greater NWOM while not affecting the PWOM of satisfied customers. Satisfaction shows a significant non-linear effect on WOM. Research limitations/implications -Future research could conduct longitudinal or experimental work to explicate the causal mechanisms underlying these cross-sectional survey results. Research could also extend these results to a B-B context. Practical implications -Results offer strong evidence of a dark side to long-term customer relationships. Recommendations focus on managing long-term relationships and perceptions of continuance commitment to minimise adverse effects. Originality/value -As far as the authors know, this research is the first to offer a theoretically grounded explanation of the direct and moderating effects of relationship age on P/NWOM behaviour. Results challenge the premise of long-term customers being a panacea for numerous problems faced by firms. Findings also help explain the contradictory results in prior research on the effects of continuous commitment on WOM.

show abstract

Section: Ejm 4710mentioning

confidence: 99%

For better or for worse?

Ranaweera

Menon

2013

European Journal of Marketing

View full text Add to dashboard Cite

show abstract

“…Managers employ brand extension strategies that include existing brand names to reduce the risks of new product introductions and generate further growth opportunities (Aaker and Keller 1990;Fedorikhin et al 2008;Keller 2008;Mariadoss et al 2010). Thus in 2009, brand extensions represented 93 % of all new product introductions in food and beverage categories and earned more than $7.5 billion in first-year US sales (Dolliver 2010).…”

Section: Introductionmentioning

confidence: 99%

How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions

2014

View full text Add to dashboard Cite

To exploit further growth opportunities, firms increasingly consider extending their brands not only within related categories but also into categories that do not fit well with the parent brand. Prior research has shown that brand extensions with a low similarity with the parent brand are risky and may result in high failure rates. This research investigates the extent to which celebrity endorsements for a parent brand enhances its brand extension potential and allows a brand to accommodate more diverse extensions. In two experimental studies with 927 respondents, significant interaction effects emerge between endorsement and similarity: celebrities increase consumer evaluations of brand extensions, more so for low similarity extensions than for high similarity extensions. Thus, celebrities can mitigate the negative impact of low similarity extensions. This effect stems from the reduction in perceived purchase risk. Finally, for a low similarity extension, celebrity endorsement is more effective for parent brands with small rather than large product portfolios.

show abstract

“…First, this study advances new product development literature by illustrating that the incremental utility from a new product depends on the form factor of the innovation (i.e. innovation locus ; Gill and Dube, 2007; Ma et al , 2015; Mariadoss et al , 2010). Additionally, to the best of the author’s knowledge, this is the first study to connect two extant conceptual frameworks – the innovation locus and the complementarity/substitutability – and use these frameworks to further understand upward line extensions.…”

Section: Discussion Implications and Contributionsmentioning

confidence: 99%

Effect of core and peripheral product line extensions on overall product line revenue

Cho

Janda

2020

EJM

View full text Add to dashboard Cite

Purpose Firms often use upward product line extensions to achieve gains in brand evaluations and in overall demand. Despite the prevalence of such extensions, previous research has provided little guidance about how upward line extensions influence overall revenue when they are launched as a core product as opposed to a peripheral product. The purpose of this study is to fill this research gap. Design/methodology/approach Using data from the quick service restaurant industry, this study looks at the effects of upwardly extended core and peripheral products on product line revenue. The empirical study uses a quasi-experiment to compare customer purchases across the pre- and post-launch of upward line extensions. Findings The results of this study reveal that launching core and peripheral products as upward line extensions can each increase total product line revenue. In addition, findings illustrate that as compared to a core launch, this total product line revenue increase is substantially higher in the case of a peripheral launch. Research limitations/implications First, the estimated model does not include supply availability and competition. Second, the data span only six months and this restriction prohibits us from investigating alternative sources of the causal effect. Third, the empirical setting in this study is limited to financial data in the quick service restaurant industry as a proxy of actual behavior. Finally, given that customers are not randomly assigned to treatment and control groups, the author is unable to definitively rule out the effect of unobservable attributes. Practical implications The findings suggest that firms should prioritize peripheral upward line extensions but use both types considering resource constraints (cost and human resources) and strategic importance to the firm. Originality/value This study bolsters the extant literature related to upward product line extensions by providing an empirical framework that evaluates the causal effect of upward line extension on total revenue, using field data in a real-life setting (as opposed to survey or lab experiment data) and actual firm revenue (as opposed to a perceptual outcome measure such as behavioral intentions). In addition, findings contribute to the new product development literature.

show abstract

An examination of the effects of perceived difficulty of manufacturing the extension product on brand extension attitudes

Cited by 15 publications

References 30 publications

For better or for worse?

For better or for worse?

How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions

Effect of core and peripheral product line extensions on overall product line revenue

Contact Info

Product

Resources

About