Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links

Bridges, Sheri; Keller, Kevin Lane; Sood, Sanjay

doi:10.1080/00913367.2000.10673620

Cited by 235 publications

(189 citation statements)

References 20 publications

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“…Elaborational communications provide information about potentially worrisome aspects of an extension, which are often present when attributes of the parent brand are unappealing in the extension category (Bridges, Keller, and Sood 2000). For example, consumers might wrongly infer that Crest chewing gum (extension) will taste like toothpaste (parent brand), which might be overcome by telling consumers that the gum will be available in flavors such as peppermint or spearmint (Aaker and Keller 1990), or in our case, consumers might infer that Toyota wallets (extension) will look like car upholstery, which might be overcome by telling consumers that the wallets will be available in different colors and styles.…”

Section: Discussionmentioning

confidence: 99%

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What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Monga

John

2010

Journal of Marketing

162

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Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) than for brands with functional concepts (Timex). In this article, the authors examine consumers' style of thinking-analytic versus holistic thinking-to better understand the elasticity of prestige versus functional brands. For functional brands, the authors find that holistic thinkers provide more favorable responses to distant extensions than analytic thinkers; however, for prestige brands, holistic and analytic thinkers respond equally favorably. Thus, analytic thinkers are identified as the roadblocks for functional brands launching distant brand extensions. To meet this challenge, the authors offer several strategies, including (1) using a subbrand (Excer wallets by Toyota) instead of a direct brand (Toyota wallets) to reduce analytic thinking; (2) using elaborational communications, which address potentially problematic features of the extension, to reduce analytic thinking; and (3) matching extension information with the consumer's style of thinking, which increases the persuasiveness of ad messages.

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Section: Discussionmentioning

confidence: 99%

“…In the other condition, participants were introduced to the extension using a press release announcing the launch of Toyota wallets. We designed the content of the press release to reflect an elaborational communication, in line with prior research (Aaker and Keller 1990;Bridges, Keller, and Sood 2000):…”

Section: Communication Typementioning

confidence: 99%

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Monga

John

2010

Journal of Marketing

162

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“…While previous studies (Bridges, Keller, and Sood 2000) have explored fit both as a function of attribute similarity (i.e. physical traits) and abstract concepts such as cohesion (e.g.…”

Section: Study 2: Personality and Physicality Congruencementioning

confidence: 99%

The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions

Yorkston

Nunes

Matta

2010

Journal of Marketing

157

140

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This research documents how implicit theories regarding personality traits (whether they are deemed fixed or malleable) affect consumer inferences about the malleability of a brand's personality traits and thus its ability to extend into new categories. In Study 1, we document how consumers who believe traits are malleable (incremental theorists) are more accepting of brand extensions than consumers who believe traits are fixed (entity theorists).These results hold whether implicit theories are measured or manipulated. In Study 2, we show how implicit theories affect consumers' perceptions regarding the flexibility of a brand's personality traits and not its physical traits. Study 3 reveals how consumers primed with different implicit theory orientations respond differently to varying degrees of change within a single trait. This study tests the limits of the effect as well as demonstrates the impact of utilizing primes embedded within standard marketing communication.KEYWORDS: brand extensions, brand personality, branding, implicit theories, marketing communications 3 Brands are widely considered the most important assets of a firm (Keller 1993). A significant part of a brand's value or brand equity comes from its contribution in launching new products (Smith and Park 1992). With the cost of introducing an entirely new brand often being prohibitively high, brand extensions represent a strategic tool marketing managers use to exploit that asset; it is estimated that as many as 8 out of 10 new product introductions are brand extensions (Ourusoff et al. 1992). Yet brands are complex entities,

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“…Para Bridges et al (2000), metáfora é uma expressão linguística particular ou excertos de linguagem que atuam com a introdução de insights sobre a compreensão de determinada situação. Morgan (2011) sugere que as metáforas são compreendidas como artifício para embelezar o discurso, implicando um modo de ver a situação que permeia a maneira como entendemos o mundo real.…”

Section: O Conteúdo Das Mensagens E a Cctunclassified

“…Segundo Bridges, Keller e Sood (2000), esta propaganda tem o importante papel de estimuladora dos impulsos de compra, estando o consumidor no centro das relações empresamercado-consumidor a partir de suas individualidades e desejos. Mensagens de teor institucional, por sua vez, geralmente apresentam aspectos emocionais e buscam a preferência do consumidor para a marca, segundo Bridges et al (2000), valorizando elementos que não tenham o papel principal de venda (tais como investimento em pesquisa e desenvolvimento, adoção da responsabilidade social corporativa -doravante CSR, do original em inglês Corporate Social Responsibility -ou competência técnica da equipe).…”

Section: Introductionunclassified

Práticas De Consumo Consciente Em Campanha Publicitária De Organização Competitiva

Scharf

Fernandes

Perfeito

et al. 2017

RGSA

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RESUMOEste estudo tem por objetivo analisar práticas de consumo consciente e discussões acerca destas, presentes em campanha publicitária de uma instituição financeira à luz da proposição de interesses temáticos desenvolvida por Arnould e Thompson (2007). O percurso analítico vai da identificação de elementos expressos nas mensagens até o entendimento dos seus elementos sígnicos. É qualitativa no método. A técnica analítica escolhida é a Análise Crítica do Discurso (ACD). Como resultado, se demonstrou que as mensagens veiculadas na propaganda do banco contêm discurso sobre o consumo consciente, refletindo ações -concretizadas ou não -da vida dos indivíduos. Também se encontrou evidências de que aspectos da Consumer Culture Theory estão presentes na ação publicitária analisada. Palavras-chave:Análise crítica do discurso. Consumo consciente. Consumer culture theory. Propaganda. Responsabilidade social corporativa. CONSCIOUS CONSUMPTION PRACTICES IN ADVERTISING CAMPAIGN FROM THE COMPETITIVE ORGANIZATIONS ABSTRACTThis study aims to analyze the practices of conscious consumption and discussions about that and lifestyle in the bank advertising campaign. The analytical course will identify the elements expressed in the messages into the understanding of their signical elements. It is the qualitative regarding the method. The data collection strategy is documentary source, and the selected analytical technique was to Critical Discourse Analysis (CDA). As a result, it was shown that the messages conveyed in bank advertising campaign contain the spirit of the streets, that people already take for actions -accomplished or not -in their lives. The originality of the study is translated for being the first study evaluating the discourse of advertising messages of a Brazilian bank with the CDA technique.

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Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links

Cited by 235 publications

References 20 publications

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions

Práticas De Consumo Consciente Em Campanha Publicitária De Organização Competitiva

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