Strategic benefits of low fit brand extensions: When and why?

Chun, Hae Eun Helen; Park, C. Whan; Eisingerich, Andreas B.; MacInnis, Deborah J.

doi:10.1016/j.jcps.2014.12.003

Cited by 55 publications

(54 citation statements)

References 53 publications

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“…Current marketing practice has been favoring meaningful names for branding since they are easier to remember and seem to induce more positive affect than nonmeaningful names (Klink, ). Nevertheless, since companies’ portfolios are growing, brand names are required to become more permeable and adaptable to several products (see Chun, Park, Eisingerich, & MacInnis, , for a discussion of the variables affecting successful brand extensions). In other words, establishing a particular connection between the name and the product is increasingly difficult.…”

Section: Discussionmentioning

confidence: 99%

Branding with the in–out effect: The impact of consonantal articulation on brand evaluation

Godinho

Garrido

2017

Psychology and Marketing

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Recent research has shown that mouth movements, produced even during silent reading, can affect stimulus evaluation. Words featuring systematic wanderings of consonantal stricture spots ranging from the front to the rear of the mouth (inward) are preferred to words with wanderings in the opposite direction (outward). In four experiments, the authors extended this in-out effect from a basic laboratory setting to a more ecologically relevant domain and examined the boundary conditions of possible applications to marketing. In this research, the inward/outward words presented were embedded in common brand imagery such as labels, logos, and product packages.Either with plain graphic information or with more visually informative packaging, inward names were always preferred (all p-values < 0.001). These results indicate that concurrent information that competitively feeds into the preference judgment did not have diagnostic value when compared to the articulation direction. Such prevalence of the effect even when embedded in more complex stimulus emphasizes the relevance of investigating oral kinematics effects and the need to further research other sensorimotor phenomena in consumer behavior. K E Y W O R D Sapproach-avoidance, branding, embodiment, oral articulation

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Section: Discussionmentioning

confidence: 99%

Branding with the in–out effect: The impact of consonantal articulation on brand evaluation

Godinho

Garrido

2017

Psychology and Marketing

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“…The findings of this research further confirmed the theory by Chun et al (2015) when the results demonstrated that innovativeness was an absolutely significant predictor for brands entering into cross-category markets. This attribute established a consumer attitude toward an iconic product because innovativeness positively affected their acceptance of the cross-category extension and eliminated the "incongruity feeling": The degree to which consumers felt innovativeness in the extension was the same degree to which the consumer was willing to accept the extension product, as it was congruent with the iconic product.…”

Section: Sample Descriptionsupporting

confidence: 83%

An empirical study on consumers’ attitudes toward cross-category brand extension

Gan¹

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Consumer evaluations of brand extension are becoming increasingly important to the consumer market (Kaur & Pandit, 2015); however, little attention has been given to crosscategory specific research in this field. This research examines whether there are correlations between an iconic product (a product category already occupied by the brand) and its crosscategory extension product and how the user experience on an extension product affects its iconic product. The findings reveal that consumers have a positive attitude toward an extended product when they perceive credibility, quality, and innovativeness from its iconic product. Consumer perceived image-fit and advertisement-match are positively correlated with consumer attitude. The results support that the post-evaluation on an extended product affects its iconic product; however, user experience with an extended product does not correlate with consumers' evaluations of an iconic product on their evaluations of the extended product because of the survey limitation.

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“…There is empirical evidence for people getting instantaneously attached to digital services they use [ 54 ]. This can be because of an appealing interface, use of logos [ 55 ], the ethical standards of the service offering [ 56 ], or the versatility of the functional benefits provided [ 57 ]. Which social platform can medical students identify with based on the various benefits these platforms have to offer and their identification with work [ 58 ]?…”

Section: Discussionmentioning

confidence: 99%

How an Environment of Stress and Social Risk Shapes Student Engagement With Social Media as Potential Digital Learning Platforms: Qualitative Study

Hartnup¹,

Dong²,

Eisingerich³

2018

JMIR Med Educ

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BackgroundSocial media has been increasingly used as a learning tool in medical education. Specifically, when joining university, students often go through a phase of adjustment, and they need to cope with various challenges such as leaving their families and friends and trying to fit into a new environment. Research has shown that social media helps students to connect with old friends and to establish new relationships. However, managing friendships on social media might intertwine with the new learning environment that shapes students’ online behaviors. Especially, when students perceive high levels of social risks when using social media, they may struggle to take advantage of the benefits that social media can provide for learning.ObjectiveThis study aimed to develop a model that explores the drivers and inhibitors of student engagement with social media during their university adjustment phase.MethodsWe used a qualitative method by interviewing 78 undergraduate students studying medical courses at UK research-focused universities. In addition, we interviewed 6 digital technology experts to provide additional insights into students’ learning behaviors on social media.ResultsStudents’ changing relationships and new academic environment in the university adjustment phase led to various factors that affected their social media engagement. The main drivers of social media engagement were maintaining existing relationships, building new relationships, and seeking academic support. Simultaneously, critical factors that inhibited the use of social media for learning emerged, namely, collapsed online identity, uncertain group norms, the desire to present an ideal self, and academic competition. These inhibitors led to student stress when managing their social media accounts, discouraged them from actively engaging on social media, and prevented the full exploitation of social media as an effective learning tool.ConclusionsThis study identified important drivers and inhibitors for students to engage with social media platforms as learning tools. Although social media supported students to manage their relationships and support their learning, the interaction of critical factors, such as collapsed online identity, uncertain group norms, the desire to present an ideal self, and academic competition, caused psychological stress and impeded student engagement. Future research should explore how these inhibitors can be removed to reduce students’ stress and to increase the use of social media for learning. More specifically, such insights will allow students to take full advantage of being connected, thus facilitating a richer learning experience during their university life.

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Strategic benefits of low fit brand extensions: When and why?

Cited by 55 publications

References 53 publications

Branding with the in–out effect: The impact of consonantal articulation on brand evaluation

Branding with the in–out effect: The impact of consonantal articulation on brand evaluation

An empirical study on consumers’ attitudes toward cross-category brand extension

How an Environment of Stress and Social Risk Shapes Student Engagement With Social Media as Potential Digital Learning Platforms: Qualitative Study

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