An investigation of consumer reactions to the use of different brand names

Bhat, Subodh; Kelley, Gail E.; O’Donnell, Kathleen

doi:10.1108/10610429810209728

Cited by 17 publications

(29 citation statements)

References 5 publications

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“…Brand naming strategies are techniques to position a brand extension either closer to or further away from the parent brand. They include sub-brands, nested brands and new brands (Bhat, Kelley & O'Donnell 1998). Sub-branding combines the use of an individual brand name adjacent to the parent brand name to form a new, composite name (e.g.…”

Section: Brand Positioningmentioning

confidence: 99%

“…Typically this is the home country for a brand (Agrawal & Kamakura 1999;Johansson, Douglas & Nonaka 1985;Ozsomer & Cavusgil 1991). COO has been traditionally defined as the country of manufacture, manipulated through the 'Made in' label of the has "Miu Miu") (Aaker 2000;Bhat, Kelley & O'Donnell 1998;Speed 1998). Sub-brands and Nested brands are likely to achieve favourable evaluation because they make use of a new name in addition to the parent brand name.…”

Section: Brand Positioningmentioning

confidence: 99%

“…However, if consumers perceive poor fit between the parent brand and the new product, a new brand may be the best solution (Aaker 2000;Bhat, Kelley & O'Donnell 1998;De Chernatony 1997;Kim 2003). However, there is little prior research to guide managers on this issue (Bhat, Kelley & O'Donnell 1998;Laforet & Saunders 1999). When companies pursue a diffusion brand, it is also necessary to consider the use of country of origin (COO) to achieve desired positioning.…”

Section: Brand Positioningmentioning

confidence: 99%

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How Young Adult Consumers Evaluate Diffusion Brands: Effects of Brand Loyalty and Status Consumption

Phau

Cheong

2009

Journal of International Consumer Marketing

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This paper evaluates how brand loyalty may affect young status consumers' evaluation of diffusion brands for high/low involvement fashion products. In particular, the positioning strategy of the type of diffusion brand names is investigated in this study. Data were gathered through an experimental research design from 739 young status consumers studying in a large university. The findings revealed that sub-brands and nested brands with different country of origins have similar product quality and brand image evaluations compared to the parent brand. This indicates that sub-brands and nested brands may be considered by brand loyal consumers as suitable substitutes for the luxury parent brands. Contrary to literature, there is no difference in findings between high and low involvement fashion products. Implications for marketers are identified.

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Section: Brand Positioningmentioning

confidence: 99%

Section: Brand Positioningmentioning

confidence: 99%

Section: Brand Positioningmentioning

confidence: 99%

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How Young Adult Consumers Evaluate Diffusion Brands: Effects of Brand Loyalty and Status Consumption

Phau

Cheong

2009

Journal of International Consumer Marketing

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“…These include extending the brand, that is, simply bringing the new items in under the existing brand name; creating a new brand which is in no way identified with the firm's existing brands; using sub-branding where a sub-brand name serves as a qualifier to the parent brand; or adopting nested branding which is similar to sub-branding except that it suggests a wider degree of separation of the new product from the parent brand name (Bhat et al, 1998).…”

Section: The Nature Of Brands Branding and Rebrandingmentioning

confidence: 99%

The failure of business format franchising in British forecourt retailing: a case study of the rebranding of Shell Retail’s forecourts

Boyle¹

2002

International Journal of Retail &Amp; Distribution Management

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractAs a result of an increasingly competitive petrol retailing environment and the rise of convenience stores in the food retailing sector, oil companies in Britain in the 1980s began to diversity into food retailing and convert their petrol stations into forecourt convenience stores. Drawing on case study evidence of Shell Retail, the paper examines how the company attempted to build its organisation into a strong brand by rebranding its forecourt outlets and introducing business format franchising to manage them. Utilising franchising, branding and food retailing literatures, the work investigates not only why Shell Retail believed business format franchising was more appropriate than traditional franchising or in-company management for its rebranded forecourts but also the factors that eventually caused the arrangement to fail. In particular, the paper analyses the problems relating to business format franchising that Shell Retail encountered in order to provide guidance for other retailers who may be considering using it as an instrument in the rebranding process. Electronic accessThe research register for this journal is available at

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“…A retailer, who focuses on building, developing, and nurturing its assortment's brands, benefits from using branding as a means of identification, differentiation, and guarantee of consistency for consumers. As a result, retailer assortment resulting from the retailer's brand orientation may provide consumers with added value as well as emotional attachments [19]. The literature has contrasted that a brand's reputation encourages acceptance and trying of new products [7].…”

Section: Introductionmentioning

confidence: 99%

Analysis of Antecedents that Contribute to Try New Products in Retail Commerce

Román¹,

Guillén²

2017

Advancing Insights on Brand Management

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Offering innovative goods and/or brands to attract and retain customers is one of the challenges in the retail sector, which is characterized by high competitiveness and economic recession. This chapter analyzes the different variables that contribute to increasing customers' willingness to try retailers' innovations relative to the products and/or brands they offer. Specifically, we discuss the role that consumer satisfaction with price level, perceived quality of the assortment, and trust in the retailer plays in the dependent variable. The model is tested empirically on a sample of 498 individuals responsible for purchasing consumer products; causality is contrasted using a structural equation model (SEM). The results show that customers' trust in the retailer is the most important factor in explaining the decision to try new products and brands, followed by perceived quality of the assortment and satisfaction with price level. Furthermore, our finding that trust in the retailer is the most influential antecedent of customer willingness to try the retailer's innovations shows the importance of relationship marketing in the proposed model. Since this influence is significantly higher in the group of regular customers of the commercial chain, regular customers represent a sensitive segment for retailers in terms of product acceptance and testing.

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An investigation of consumer reactions to the use of different brand names

Cited by 17 publications

References 5 publications

How Young Adult Consumers Evaluate Diffusion Brands: Effects of Brand Loyalty and Status Consumption

How Young Adult Consumers Evaluate Diffusion Brands: Effects of Brand Loyalty and Status Consumption

The failure of business format franchising in British forecourt retailing: a case study of the rebranding of Shell Retail’s forecourts

Analysis of Antecedents that Contribute to Try New Products in Retail Commerce

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