The Ownership Effect in Consumer Responses to Brand Line Stretches

Kirmani, Amna; Sood, Sanjay; Bridges, Sheri

doi:10.2307/1252003

Cited by 224 publications

(362 citation statements)

References 16 publications

(22 reference statements)

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“…These results do not support the literature in which there are usually neutral to negative results for brand attachment after a step-down extension (Kim et al, 2001;Kirmani et al, 1999;Magnoni & Roux, 2012). However, brand attachment may have increased in part, due to parent brands associated with high quality tending to have a positive effect on the evaluation of downscale extensions, improved CBRs and a perceived value for money.…”

Section: Impact Of Downward Extension On Brand Attachmentcontrasting

confidence: 96%

“…Downward extension strategies have been necessitated by consumer trends, in which buyers have turned away from prestige and luxury brands, to brands that deliver acceptable quality and features, albeit at a low cost (Rahman & Areni, 2014). To ward off these phenomena, firms are offering "lesser" or "mini" versions of their traditional products and brands, meeting the necessities of the value market (Kirmani, Sood & Bridges, 1999). This phenomenon, particularly in the luxury goods sector, is targeted towards a younger market and driven by the perceived potential of a firm's global volume growth post-extension.…”

Section: Downward (Downscale) Extension Evaluationmentioning

confidence: 99%

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The effect of vertical brand extensions on consumer-brand relationships in South Africa

Muroyiwa

Abratt

Mingione

2017

SAJBM

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The purpose of this research is to evaluate the impact of the introduction of vertical brand extensions on Consumer-Brand Relationships (CBRs) in the mobile phone market. In particular, we aim at exploring the effect vertical brand extensions that luxury and functional brands have on consumers' perceptions, as well as the effect the extensions will have on CBRs. This study pursues a quantitative approach, developing and testing four hypotheses on the influence vertical brand extensions have on four CBR-related constructs, namely brand attachment, brand trust, brand commitment and brand identification. The elicited context is the South African market and the selected brands are Apple, to represent luxury brands, and Samsung, representative of functional brands. Results only partially confirm previous research on vertical brand extension. Supporting previous studies, a vertical step-down extension has been found to have a stronger negative impact on brand commitment for the luxury brand than for the functional one. However, findings disconfirm the literature in revealing a stronger negative impact on the functional brand than the luxury brand and a positive effect on the brand attachment of both brands, especially the functional brand.

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Section: Impact Of Downward Extension On Brand Attachmentcontrasting

confidence: 96%

Section: Downward (Downscale) Extension Evaluationmentioning

confidence: 99%

The effect of vertical brand extensions on consumer-brand relationships in South Africa

Muroyiwa

Abratt

Mingione

2017

SAJBM

View full text Add to dashboard Cite

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“…The car market is a high-involvement market, which requires us to consider more than the two brand tiers that are frequently considered in low-involvement markets. In the new car market we distinguish between three brand tiers: prestige brands, volume brands and economy (or price) brands (Edmonson 2003a,b;Kirmani et al 1999;Park et al 1991). Prestige brands, such as Mercedes, BMW and Lexus, are strong brands that are premium priced.…”

Section: Three Different Brand Tiersmentioning

confidence: 99%

Understanding brand and dealer retention in the new car market: The moderating role of brand tier

Verhoef

Langerak

Donkers

2007

Journal of Retailing

151

112

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Dealers may contribute to brand retention through their sales and service efforts. In this study we investigate the degree to which dealers contribute to brand retention and how this contribution is moderated by brand tier. To this end we distinguish between economy, volume and prestige brands. We also investigate how the effectiveness of dealer instruments to increase dealer retention differs across these brand tiers. We collected data on brand retention and dealer retention among consumers who recently purchased a new car. Our findings show that dealers selling volume brands are able to improve brand retention rates. In contrast, dealers of prestige and economy brands are unable to affect brand retention. In line with the notion of brand-dealer fit we also find that the effects of dealer extrinsic service quality and dealer payment equity on dealer retention differ between prestige, volume, and economy brands. Extrinsic dealer service quality has the smallest effect for dealers selling economy brands, while dealer payment equity is the most important determinant of dealer retention for these dealers.

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“…Chaudhuri and Holbrook (2001) developed a scale named "affective Response to Brand ", measuring the degree of positive affect a consumer has towards a brand. The 'Prestige' construct is measured using a scale called 'Prestigiousness' developed by Kirmani, Sood & Bridges (1999). This scale measures how much a person considers some specific object to be high call and exclusive.…”

Section: E Brand Applicationmentioning

confidence: 99%

Determinants of Brand Equity in Indian CarManufacturing Firms

Thiripurasundari¹,

Natarajan²

2011

IJTEF

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Abstract-Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies". Brand Building process is a value addition technique which projects the image of the product, the company and the country at large. To study the problem effectively, car industry is chosen taking into the account the emergence of many new brands of the car product in the recent past. The objective of the study is to describe the measuring Models of Brand Equity applicable to Car Industry. The results of the study show that brand preference and brand loyalty plays an important role in creating brand equity. These components of brand equity must be coherent in their actions so that consistent image of the firm is realized and value by customers. This paper gives an empirical outcome of the determinants of brand Equity with special reference to Indian Car Industry.Index Terms-Brand, Brand Equity, Brand Preference, Brand Loyalty, Indian Car Industry.

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The Ownership Effect in Consumer Responses to Brand Line Stretches

Cited by 224 publications

References 16 publications

The effect of vertical brand extensions on consumer-brand relationships in South Africa

The effect of vertical brand extensions on consumer-brand relationships in South Africa

Understanding brand and dealer retention in the new car market: The moderating role of brand tier

Determinants of Brand Equity in Indian CarManufacturing Firms

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