Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

Park, C. Whan; Milberg, Sandra J.; Lawson, Rob

doi:10.1086/209251

Cited by 1,041 publications

(1,084 citation statements)

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“…These studies have generated important insights into a number of areas of the process of consumers' attitudes towards and evaluations of brand extensions, e.g., brand and category-level fit (Boush et al, 1987;Broniarczyk and Alba, 1994;Bhat and Reddy, 2001;Park et al, 1991;Lau and Phau, 2007;Milberg et al, 2013), the effect of prior knowledge of the extension category or the brand (Boush and Loken, 1991;Bottomley and Holden, 2001), forward and reciprocal spillover effects between parent and extension (Jacobson and Lane, 1997;Balachander and Ghose, 2003), consumer motivation and expertise (Broniarczyk and Alba, 1994), advertising and marketing strategy (Balanchander and Ghose, 2003;Dens and De Pelsmacker, 2010) and purchase intention (Lane, 2000;Bhat and Reddy, 2001). As pointed out by Czellar (2003), the vast majority of existing research focuses thus on consumer characteristics, predominantly rooted in cognitive psychology (e.g., Aaker and Keller, 1990;Park et al, 1991;Broniarczyk and Alba, 1994;Bhat and Reddy, 2001;Monga and John, 2010), and pays little attention to other factors such as consumer heterogeneity, competitor and distributor activity.…”

Section: Research Gap: the Relevance Of The Studymentioning

confidence: 99%

“…As pointed out by Czellar (2003), the vast majority of existing research focuses thus on consumer characteristics, predominantly rooted in cognitive psychology (e.g., Aaker and Keller, 1990;Park et al, 1991;Broniarczyk and Alba, 1994;Bhat and Reddy, 2001;Monga and John, 2010), and pays little attention to other factors such as consumer heterogeneity, competitor and distributor activity. Moreover, only few scholars have investigated brand extensions from a managerial perspective such as profitability and the decision-making process (e.g., Riley et al, 2004;Reddy et al, 2009).…”

Section: Research Gap: the Relevance Of The Studymentioning

confidence: 99%

“…The forward effect denotes the effect of the parent brand on the extension (Aaker and Keller, 1990;Park et al, 1991;Pitta and Katsanis, 1995;Albrecht et al, 2013). One of the rationales for using brand extensions is exactly to leverage the brand, meaning that consumers evaluate the extension by using their existing knowledge about the parent brand and the extension category (Aaker and Keller, 1990;Smith and Park, 1992;Broniarczyk and Alba, 1994;Park and Kim, 2001;Sattler et al, 2010) as well as a number of extrinsic cues such as brand name to draw inferences about the brand extension performance (Park et al, 1991;Milberg et al, 2010).…”

Section: Key Success Factors: Determinants Of Brand Extension Successmentioning

confidence: 99%

“…One of the rationales for using brand extensions is exactly to leverage the brand, meaning that consumers evaluate the extension by using their existing knowledge about the parent brand and the extension category (Aaker and Keller, 1990;Smith and Park, 1992;Broniarczyk and Alba, 1994;Park and Kim, 2001;Sattler et al, 2010) as well as a number of extrinsic cues such as brand name to draw inferences about the brand extension performance (Park et al, 1991;Milberg et al, 2010). The reciprocal effect, on the other hand, is the effect of the brand extension on the parent brand (Aaker and Keller, 1992;Ahluwalia and Gürhan-Canli, 2000;Martínez and Pina, 2010).…”

Section: Key Success Factors: Determinants Of Brand Extension Successmentioning

confidence: 99%

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Brand and line extensions: an empirical study from the new age luxury industry

Som

Pape

2015

LRJ

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Brand and line extensions represent an essential vehicle for growth and are currently one of the most applied marketing strategies within the luxury sector. Though it has its advantages, there are several risks associated with pursuing such a strategy. Consequently, this paper attempts to understand the key success factors behind brand and line extension in the new era of luxury expansion. An integrative model of key success factors is proposed by combining current research with empirical findings obtained through an explorative and qualitative research design based on primary data from eight semi-structured interviews with managers from luxury brands. We identify five key success factors: 1) add value through originality; 2) stay at the level of the brand regarding price, quality, style and image; 3) create relevance to core business and be aligned with DNA; 4) stick to the vision of the founder; 5) assure consistency in brand identity and image.Keywords: brand and line extension; key success factors; new age luxury; luxury brand growth; the future of luxury; empirical study; qualitative research; institutional perspective.Reference to this paper should be made as follows: Som, A. and Pape, N. (2015) 'Brand and line extensions: an empirical study from the new age luxury

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Section: Research Gap: the Relevance Of The Studymentioning

confidence: 99%

Section: Research Gap: the Relevance Of The Studymentioning

confidence: 99%

Section: Key Success Factors: Determinants Of Brand Extension Successmentioning

confidence: 99%

Section: Key Success Factors: Determinants Of Brand Extension Successmentioning

confidence: 99%

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Brand and line extensions: an empirical study from the new age luxury industry

Som

Pape

2015

LRJ

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“…Consequentemente, esses elementos se tornam alvo de inferências sobre suas propriedades desconhecidas (BOUSH, LOKEN, 1991;PARK, MILBERG, LAWSON, 1991) e se tornam associados a significados próprios da marca. Desta forma, o valor subjetivo do elemento identificado pela marca é diferente daquele relativo ao elemento sem marca (KAPFERER, 2008;KELLER, 1993).…”

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A formação do poder da marca turística do país: experimentos sobre o efeito recíproco causado por destinos turísticos

Santos¹

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Assigning a brand to an element influences the consumer not only with respect to the element itself. The effects of this assignment may also fall on the consumer behavior regarding the brand, indirectly affecting other elements that display this symbol of identification. The effect of the product that receives the brand on consumer behavior towards the brand itself have been named reciprocal effects. To date, reciprocal effects were mainly studied in the context of brand extensions to new goods and services. The present research studies reciprocal effects in a context that has not been examined yet: the tourism brand of the country. The objective of this research is to analyze how the power of the tourism brand of the country is affected by the subjective values of destinations situated in its territory. To do that, a conceptual model was developed based on the perspective of brands as identification symbols that enable categorization of products through mental schemes. In empirical terms, the study focused on the valence and the linearity of this relationship. It also analyzed the effect of the similarity across country's destinations on the power of the national brand. A final analysis focused on the moderating role of consumer knowledge about tourism characteristics of the country falling upon the reciprocal effect of the subjective values of destinations. These objectives are useful to support a number of branding decisions, especially those regarding countries and regions' tourism brands. Two experiments were conducted in order to achieve these objectives. The first experiment addressed the effects of subjective values of destinations on the power of the tourism brand of the country in a context of hypothetical destinations and countries. It used data collected from a sample of 230 Brazilian undergraduate students. The second experiment focused on the Brazilian case by using a sample of 363 US consumers. The results evidenced the existence of the reciprocal effect of subjective values of destinations on the power of the tourism brand of the country. The experiments also showed that this effect is not linear, but increasing with respect to the subjective values of destinations. The effect of the similarity across destinations on the power of the national tourism brands was not supported by empirical data. Similarly, the moderating effect of knowledge about tourism characteristics of the country on the reciprocal effect of subjective values of destinations was not evidenced.Keywords: brand, reciprocal effect, tourism marketing, consumer behavior. Lista de Figuras IntroduçãoMarcas permitem associar elementos a determinadas categorias mentais.Consequentemente, esses elementos se tornam alvo de inferências sobre suas propriedades desconhecidas (BOUSH, LOKEN, 1991;PARK, MILBERG, LAWSON, 1991) e se tornam associados a significados próprios da marca. Desta forma, o valor subjetivo do elemento identificado pela marca é diferente daquele relativo ao elemento sem marca (KAPFERER, 2008;KELLER, 1993). Essa influência...

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The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category

Dubé

Schmitt

1999

Psychol. Mark.

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Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

Cited by 1,041 publications

References 13 publications

Brand and line extensions: an empirical study from the new age luxury industry

Brand and line extensions: an empirical study from the new age luxury industry

A formação do poder da marca turística do país: experimentos sobre o efeito recíproco causado por destinos turísticos

The effect of a similarity versus dissimilarity focus in positioning strategy: The moderating role of consumer familiarity and product category

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