Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth

Sheinin, Daniel A.; Schmitt, Bernd H.

doi:10.1016/0148-2963(94)90040-x

Cited by 94 publications

(75 citation statements)

References 22 publications

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“…The use of university students in pre-tests is common practice (e.g. Kim et al, 2001;Sheinin & Schmitt, 1994). The procedure for selecting the brands consisted of three steps that were independently performed for each product category.…”

mentioning

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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mentioning

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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“…Brand breadth captures the extent to which firms use similar brands to cover and market a variety of product types (Boush & Loken, 1991;Scheinin & Schmitt, 1994). Brands can show high breadth when they could be or are associated with several product categories.…”

Section: Brand Strategies: Brand Breadthmentioning

confidence: 99%

“…With regard to product strategies, we analyze product specialization (intra-industry diversification), intended as the extent to which a firm focuses or not on narrow product categories that target specific sets of customers (Park, Jaworski, & MacInnis, 1986). Concerning brand strategies, we focus on the level of brand breadth, which denotes the extent to which single brands are used to cover and market a variety of product types compared to multiple brands attached to particular products (Boush & Loken, 1991;Scheinin & Schmitt, 1994). Given the existence of trade-offs between market share and market size dynamics, it can be argued that these strategies may affect market share and market size differently.…”

Section: Introductionmentioning

confidence: 99%

Product and Marketing Actions in a Competitive Scenario

Giarratana

Perri

2014

SSRN Journal

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We analyze product and marketing actions and their consequences on firm competitive outcomes. These actions are investigates in relative terms compared to a firm's direct competitors. Our results shed new light on how a firm's choices regarding product portfolio and marketing postures affect its performance, while accounting for competitive conditions in the external environment. The theory is tested using data from the US apparel industry.

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“…In general, previous studies on brand extensions relied on two important factors related to the success of brand extension. The first relates to the characteristics of a parent brand, such as perceived quality, wide/narrow brand (brand breadth), and the number of extension (e.g., Bottomley & Doyle, 1996;Broniarcyk & Alba, 1994;Sheinin & Schmitt, 1994). The other is the use of either consumer attitude or market performance as indicators for evaluating the relationship between a parent brand and its extensions (e.g., Aaker & Keller, 1990;Bhat & Reddy, 1997;Chakravarti et al 1990;Sunde & Brodie, 1993).…”

Section: Brand and Brand Extension Strategymentioning

confidence: 99%

“…In this context, many researchers measure consumer evaluations of the extension and the core brand in terms of favorability or likeability (e.g. Lane & Jacobsen, 1997;Sheinin & Schmitt, 1994;Smith & Andrews, 1995). Generally, consumers need to possess positive beliefs and favorable attitudes toward the core brand for the extension to be successful.…”

Section: Brand Attitude Toward Brand Portfoliomentioning

confidence: 99%

Consumers’ evaluation of brand portfolios

Kwun

2007

International Journal of Hospitality Management

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Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth

Cited by 94 publications

References 22 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

Product and Marketing Actions in a Competitive Scenario

Consumers’ evaluation of brand portfolios

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