Brand positivity and competitive effects on the evaluation of brand extensions

Kapoor, Harish; Heslop, Louise A.

doi:10.1016/j.ijresmar.2009.05.001

Cited by 32 publications

(17 citation statements)

References 45 publications

(55 reference statements)

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“…In contrast, relatively few studies have investigated the effect of brand attitude in the context of vertical extensions (Kim & Lavack, 1996;Kim et al, 2001;Kirmani et al, 1999;Musante, 2007 As Kapoor and Heslop (2009) note, the positive transfer of associations between the parent brand and its extension also depend upon the 'fit' between the two. Indeed, extant research has consistently identified fit as the main factor considered by consumers in the evaluation of both line and category extensions (e.g.…”

Section: Main Pathsmentioning

confidence: 99%

The role of perceived value in vertical brand extensions of luxury and premium brands

Riley

Pérez

Bravo

2015

Journal of Marketing Management

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This study examines the role of perceived value in the relationship between brand attitude, perceived fit, extension attitude and consumers' purchase intention of downscale vertical extensions of luxury and premium brands in two product categories: cars and shoes. Results from 236 individuals with different income levels show that extension attitude is positively related to purchase intention both directly and indirectly, via the perceived value of the extension; the latter is more strongly correlated than extension attitude to consumers' purchase intention. Brand attitude is also positively associated with perceived value. Overall, perceived value partially mediates the relationships of brand attitude and of extension attitude with purchase intention.The product category affects the strength of some of the relationships in the model, including the role of fit. Summary statement of contributionThe study establishes the role of perceived extension value as a mediator of the relationships of brand attitude and of extension attitude with the purchase intention of vertical extensions of premium and luxury brands in two product categories. The product category affects some of the relationships in the model: the association between fit and perceived value is statistically significant only for the more conspicuous category of cars. No earlier study had undertaken such a comprehensive empirical analysis.

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Section: Main Pathsmentioning

confidence: 99%

The role of perceived value in vertical brand extensions of luxury and premium brands

Riley

Pérez

Bravo

2015

Journal of Marketing Management

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“…In addition to these, Kapoor & Heslop (2009) have emphasized in their study that it is also possible to evaluate brand extensions independent from the main brand. According to this it has been figured out that, individual evaluations result in positivism about the brand.…”

Section: Consumers' Attitudes Depending On the Type Of Brand Extensionsmentioning

confidence: 99%

Consumers’ Attitudes towards Brand Extensions: An Analysis on Food and Textile Industries in Turkey

Şahin¹,

Ergin²

2016

IJMS

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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 extension is explored. Therefore, the main objective is to evaluate the attitudes of consumers towards brand extensions through brand loyalty. The study analyzes consumers' attitudes towards brand extensions specifically in food and textile industries. This is in particular to portray that consumers respond positively to brand extensions in various industries due to different motivations. During the methodology application process, in-depth interviews were carried out with 16 participants who were selected from employees working for public and private institutions in Ankara, the capital of Turkey. The interviews were conducted in two stages. During the first stage, the interviews lasted approximately 45 minutes and consisted of open-ended questions about participants' brand choices, reasons for choosing the brands they use. The goal was to evaluate their brand loyalty levels. In addition, the participants were provided with the definition of brand extension and their reactions towards extension were noted. In the second stage, the participants were asked to evaluate their attitudes towards brand extensions in food and textile industries along with the factors that have impact on their evaluations. The participants were specifically observed in terms of their approach to brand extensions where the extension was in a totally different sector from the parent brand. The results indicate that brand awareness has a significant impact on brand extensions with regards to quality and trust. However, this impact is at the highest level when the extension is within the same sector with the parent brand. Whenever the extension is in a different sector, consumers not only have negative attitudes toward that extension but also become suspicious about the parent brand. Thus, quality and trust are pivotal factors influencing consumers' positive attitudes towards brand extensions.

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“…No Aaker & Keller, 1990;Barone et al, 2000;Boush & Loken, 1991;Dodds & Romeo, 1991;Joiner, 2006;Kalamas et al, 2006;Kapoor & Heslop, 2009;Kim, 2003;Kim & John, 2008;Klink & Smith, 2001;Maoz & Tybout, 2002;Monga & John, 2007;Park & Kim, 2001;Yeo & Park, 2006 No Yes Martin et al, 2005;Meyers-Levy et al, 1994;Milberg, Park, & McCarthy, 1997 Yes No Barone & Miniard, 2002;Boush et al, 1987;Keller & Aaker, 1992 Yes Yes Nan, 2006;Taylor & Bearden, 2002 wide range of values or was focused on positive, neutral, or negative values of brand attitude. Instead, Nan only reported that brand attitude conditions were derived from a median split of data without reporting any numerical values.…”

Section: Nomentioning

confidence: 99%

A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation

Gierl

Huettl

2011

International Journal of Research in Marketing

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Brand positivity and competitive effects on the evaluation of brand extensions

Cited by 32 publications

References 45 publications

The role of perceived value in vertical brand extensions of luxury and premium brands

The role of perceived value in vertical brand extensions of luxury and premium brands

Consumers’ Attitudes towards Brand Extensions: An Analysis on Food and Textile Industries in Turkey

A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation

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