Investigating determinants of brand extension success in a fit and a non-fit scenario

Knoerzer, Katharina; Millemann, Jan A.

doi:10.1504/ijtmkt.2021.119073

Cited by 2 publications

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“…According to Knoerzer and Millemann (2021), both relational and cognitive factors play a significant role when it comes to consumer decisions. Tsai et al (2020) stated that cognitive roots drive consumer emotions (Gul et al, 2021a).…”

Section: Introductionmentioning

confidence: 99%

Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

Bian

Yan

2022

Front. Psychol.

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The aim of this study is to investigate the drivers of brand extension attributes and its impact on intention to purchase brand extensions mediated by emotional consumer-brand relationship (ECBR). Data was collected from Chinese university students with the help of questionnaire. Structure equation modeling was applied with the help of AMOS to analyze collected data. Results depict that brand attribute association has significant impact on intention to purchase luxury brands extension. Results further explain that emotional consumer-brand relationship mediates the relationship between brand attribute associations and purchase intention of brand extensions. Furthermore, results indicate that brand commitment moderates the relationship between brand attribute associations, emotional consumer-brand relationship and intention to purchase brand extensions. This study provides an intensive knowledge of the association that exists between the intent to buy luxury brands’ extension and ECBR. This study focuses on the heart versus mind distinction, which is integral to the research on the relationship between consumers and brands. This study provides useful insights to brand managers to use strategies that enhance the bond between emotional and cognitive factors customers associate with a particular brand. Luxury brand managers ought to balance emotionality and rationality to create and capitalize on unique associations with customers.

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Section: Introductionmentioning

confidence: 99%

Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

Bian

Yan

2022

Front. Psychol.

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Brand Extension in FMCG Sector Through Social Media Enabled CRM and Investigating Its Impact on Brand Equity

Verma

Kumar

2022

Building a Brand Image Through Electronic Customer Relationship Management

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Web technologies have enabled companies to have a personalized and interactive relationship with the customers, thus engaging customers in improved experience. The disruptive free tools and techniques of social media are used to foster effective E-CRM. Companies like ITC, HUL, P&G, and many multinational companies are using the existing brand name for new product launch as a marketing strategy for brand extension and therefore exploiting brand equity amongst loyal customers. The study is an effort to examine the effects of FMCG ITC Aashirwaad Social CRM brand extensions strategies on customer engagement behaviour and brand equity. The study further investigates the effect of product extension perceived fit, brand image, brand experience, and brand love on customer engagement behaviour. To test and validate the proposed model, the present study has employed structural equation modelling with a sample size of 462 respondents. The findings show that Social CRM brand extensions strategy does affect customer engagement and brand equity.

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Investigating determinants of brand extension success in a fit and a non-fit scenario

Cited by 2 publications

References 0 publications

Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

Analyzing Intention to Purchase Brand Extension via Brand Attribute Associations: The Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment

Brand Extension in FMCG Sector Through Social Media Enabled CRM and Investigating Its Impact on Brand Equity

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