The importance of reciprocal spillover effects for the valuation of bestseller brands: introducing and testing a contingency model

Knapp, Ann-Kristin; Hennig‐Thurau, Thorsten; Mathys, Juliane

doi:10.1007/s11747-013-0350-9

Cited by 31 publications

(27 citation statements)

References 33 publications

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“…However, a limitation of that study is that the author did not consider the possible spillover effect on the parent brand that could lead to dilution. In contrast, a stream of research has investigated the extent to which an extension affects the equity of the parent brand (Keller & Sood, ), where one tactic in extending a brand is to avoid ‘‘diluting’’ the parent brand's equity, which can lead to negative effects (Boisvert, ; Keller & Sood, ; Knapp, Hennig‐Thurau, & Mathys, ; Milberg et al., ; Ng, ). This is particularly true when the extension's associations are considered inconsistent with the parent brand's meaning and primary equity (Milberg et al., ; Pullig, Simmons, & Netemeyer, ; Roedder John, Loken, & Joiner, ).…”

Section: Research Background and Hypothesis Developmentmentioning

confidence: 99%

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

Boisvert

Ashill

2018

Psychology and Marketing

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The phenomenon of "masstige brands" has led many luxury brands to launch downward extensions, which come with the risk of diluting the parent brand. The goal of this study is to test the extent to which downward line extensions may impact a French luxury parent brand's evaluation by U.S. consumers through the role of branding strategies, extension authenticity, and fit. Based on an ANOVA design, our results show that different branding strategies, such as direct, sub-branded, and/or independent/standalone line extensions, have different impacts on the level of dilution of the luxury parent brand. Specifically, an independent/standalone brand scores better for a downward extension than for a horizontal extension. The findings also reveal that extension authenticity and fit play a key role in the process. Theoretical and managerial implications are provided. K E Y W O R D Sbranding strategies, downward extensions, extension authenticity, extension fit, luxury brands, spillover effect

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Section: Research Background and Hypothesis Developmentmentioning

confidence: 99%

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

Boisvert

Ashill

2018

Psychology and Marketing

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“…Market leaders outsell market followers and have the largest percentage of market share in the corresponding industries (Hoeffler and Keller 2003). We empirically explore the moderation effect of market position, rather than formulating hypotheses, as double jeopardy theory (e.g., Ehrenberg et al 1990) and information accessibility theory (Feldman and Lynch 1988;Knapp et al 2014) propose opposite moderation effects of market position. The former proposes that CEDs are less important for market leaders, and the latter proposes that they are more important.…”

Section: Firm Characteristicsmentioning

confidence: 99%

“…This theory argues that the ability to access information is crucial for customers as input to judgment and decisions (Feldman and Lynch 1988;Knapp et al 2014). One advantage of being a market leader is that customers tend to have more knowledge of market leaders than followers (Hoeffler and Keller 2003).…”

Section: Firm Characteristicsmentioning

confidence: 99%

The effects of customer equity drivers on loyalty across services industries and firms

Verhoef

Wiesel

2016

J. of the Acad. Mark. Sci.

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Customer equity drivers (CEDs)-value equity, brand equity, and relationship equity-positively affect loyalty intentions, but this effect varies across industries and firms. We empirically examine potential industry and firm characteristics that explain why the CEDs-loyalty link varies across services industries and firms in the Netherlands. The results show that (1) some previously assumed industry and firm characteristics have moderating effects while others do not and (2) firm-level advertising expenditures constitute the most crucial moderator because they influence all three loyalty strategies (significant for value equity and brand equity; marginally significant for relationship equity), while three industry contexts (i.e., innovative markets, visibility to others, and complexity of purchase decisions) each influence two of the three loyalty strategies. Our results clearly show that specific industry and firm characteristics affect the effectiveness of specific loyalty strategies.

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“…According to the accessibility-diagnosticity framework (Feldman and Lynch 1988;Lynch et al 1988), consumers rely on the cues that are more diagnostic and accessible to make a judgment (Joshi and Mao 2012;Knapp et al 2014;Langan et al 2017). We use conceptual arguments based on this accessibility-diagnosticity framework to predict and establish which of the cues associated with star brand equity and product reviews are more likely to drive consumer choice and BO performance.…”

Section: Accessibility-diagnosticitymentioning

confidence: 99%

Debates and assumptions about motion picture performance: a meta-analysis

Carrillat

Legoux

Hadida

2017

J. of the Acad. Mark. Sci.

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Across the many studies of motion picture box office success, unresolved debates and untested assumptions about the contributing factors persist. Using an accessibility-diagnosticity framework and a meta-analysis of 634 effect sizes from 150 studies, the current article seeks to clarify the relationships of star brand equity and product reviews (from consumers and critics) with box office success. The popularity of stars (market and media appeals) exerts a stronger impact on box office success than their artistic recognition (as per award nominations and wins) at the moment of a movie's release but not over its extended theatrical run. Whereas the impact of popular stars on box office success decreases over time, the influence of artistically recognized stars remains steady. The findings also identify a dual role for critics, who influence consumers' movie choice and predict box office performance by merely reflecting moviegoers' tastes. Finally, this study refutes the assumption that the impact of users' reviews strengthens over time, relative to critics' reviews.

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The importance of reciprocal spillover effects for the valuation of bestseller brands: introducing and testing a contingency model

Cited by 31 publications

References 33 publications

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

The effects of customer equity drivers on loyalty across services industries and firms

Debates and assumptions about motion picture performance: a meta-analysis

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