The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success

Sichtmann, Christina; Diamantopoulos, Adamantios

doi:10.1007/s11747-013-0328-7

Cited by 123 publications

(87 citation statements)

References 91 publications

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“…We also employed a 'marker' variable approach (Lindell and Whitney, 2001). A variable that is theoretically-unrelated to the substantive items of our study, that is, respondents' extent of use of public transport (Sichtmann and Diamantopoulos, 2013) was used as the marker variable. The smallest positive correlation between the marker variable and a substantive variable was 0.01 (p < 0.05), which served as a proxy for the effect of method variance.…”

Section: Examining Non-response and Methods Effectsmentioning

confidence: 99%

Celebrity endorsement, self-brand connection and consumer-based brand equity

Dwivedi

Johnson

McDonald

2015

Journal of Product &Amp; Brand Management

170

149

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.

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Section: Examining Non-response and Methods Effectsmentioning

confidence: 99%

Celebrity endorsement, self-brand connection and consumer-based brand equity

Dwivedi

Johnson

McDonald

2015

Journal of Product &Amp; Brand Management

170

149

View full text Add to dashboard Cite

show abstract

“…On the other hand, some authors challenge the notion of universal and unconditional global brand preference (Riefler, 2012), while others suggest that the COO is a salient factor in consumer evaluations even in an era of global brand prevalence (Wilcox, 2015). Indeed, there is evidence showing that COO might play an even stronger role than brand globalness in determining brand evaluations (Sichtmann & Diamantopoulos, 2013). Overall, this debate brings about an unresolved research issue of considerable theoretical and managerial relevance.…”

Section: Introductionmentioning

confidence: 99%

The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference

Halkias

Davvetas

Diamantopoulos

2016

Journal of Business Research

Self Cite

169

196

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This paper integrates country-of-origin and global/local branding literatures to investigate how country-and brand-specific factors influence consumer preferences. Drawing from the stereotype content model (SCM) in social psychology, it operationalizes country perceptions by means of warmth and competence judgments and juxtaposes them with consumers' perceptions of brand globalness and localness to predict brand attitudes and subsequent purchase intentions. An empirical study involving a series of well-known brands from different countries and product categories shows that (a) the SCM can effectively capture country-of-origin effects, (b) judgments of competence impact consumer preferences above and beyond the positive effects of brand globalness and localness, and (c) country stereotypes (particularly the dimension of warmth) interact with perceptions of brand globalness in determining brand attitude, whereas perceived brand localness has an independent effect. Theoretical and managerial implications of the findings are discussed and directions for future research identified.

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“…Parent brand with lower quality may result in weak evaluations of extensions. Sichtmann and Diamantopoulos (2013) found that perceived quality of the parent brand has a mediating role between the brand origin image and the success of brand extension evaluations.…”

Section: Discussionmentioning

confidence: 96%

Exploring the Antecedents of Brand Extension Success: A Research on an Athletic Footwear Brand

Taşkin¹,

Emel²,

Öztürk³

et al. 2016

IJASOS

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Brand extension strategy which means using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms since it helps reducing costs of creating a new brand and benefiting from the parent brand's brand equity. Thus, it is crucial for companies to understand the antecedents of brand extension success especially in athletic footwear segment that targets mostly young consumers.The aim of this study is to explore the relationships among the antecedents of brand extension success from the generation Y cohort's perspective on an athletic footwear brand and to propose marketing strategies. The proposed model aims to examine the relationships among success factors such as "parent brand's perceived quality", "perceived fit between parent brand and extension brand" and "perceived risk". For testing the proposed model in this study, a brand existing in the athletic footwear sector was determined. It is a very popular and favorable brand especially among the generation Y cohort. A hypothetical product was chosen for those consumers and collected data is analyzed by means of structural equation modelling. The sample is composed of university students in Bursa. This study is expected to make academic and practical contributions to the existing branding literature and the companies in athletic footwear industry, Turkey in particular.

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The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success

Cited by 123 publications

References 91 publications

Celebrity endorsement, self-brand connection and consumer-based brand equity

Celebrity endorsement, self-brand connection and consumer-based brand equity

The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference

Exploring the Antecedents of Brand Extension Success: A Research on an Athletic Footwear Brand

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