Who will embrace upward line extension? The role of power distance belief

He, Yulin; Mo, Zan; Wan, Xiaobing; Li, Mengyin; Fu, Huijian

doi:10.1016/j.jretconser.2023.103475

Cited by 4 publications

(5 citation statements)

References 96 publications

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“…Notably, Study 2a measured power distance belief as a chronic personality trait. Previous studies have also shown that power distance belief can be manipulated by a priming approach (He et al, 2023;Winterich and Zhang, 2014;Zhang et al, 2010). To enhance the external validity and the practical significance of the findings, Study 2b was conducted to explore the moderating role of power distance belief by priming it as a situational trait.…”

Section: Resultsmentioning

confidence: 99%

“…Categorization theory refers to the way consumers categorize new products by comparing them to the market information about the parent brand already stored in their memories (Loken and John, 1993;Quamina et al, 2023;Sujan and Dekleva, 1987). According to categorization theory, parent brands are associated with a specific set of attributes, and brand family categories are formed in consumers' minds as new extensions are introduced (Childs et al, 2018;He et al, 2023;Kim et al, 2001). As part of categorization theory, schema theory proposes that brand knowledge is organized by consumers in memory-based structures called schemas (Bettman, 1979;Sujan and Bettman, 1989).…”

Section: Categorization Theory and Schema Theorymentioning

confidence: 99%

“…Power distance belief can be assessed at a national level (Brockner et al, 2001), manifested at an individual level (Gao et al, 2016;Zhang et al, 2010) or activated temporarily (He et al, 2023;Zhang et al, 2010). Power distance at the national level can be defined as the extent to which society expects and accepts inequality in power distribution (Brockner et al, 2001).…”

Section: Power Distance Beliefmentioning

confidence: 99%

“…Previous studies have demonstrated the positive effects of perceived fit. Specifically, perceived fit positively influences the evaluation of vertical line extension (He and Li, 2010;He et al, 2023), consumers' purchase intentions toward the extended products (Dimitriu et al, 2017;He et al, 2023;Hill and Lee, 2015) and the probability of purchasing co-branded products (Suzuki and Kanno, 2022).…”

Section: Mediating Role Of Perceived Fitmentioning

confidence: 99%

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Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator

He,

Mo,

2023

JPBM

Self Cite

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Purpose Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief. Design/methodology/approach Four scenario-based experiments were conducted to probe the research questions. Findings Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c). Practical implications This study provides marketing practitioners with guidance on implementing the strategy of downward line extension. Originality/value This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.

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Section: Resultsmentioning

confidence: 99%

Section: Categorization Theory and Schema Theorymentioning

confidence: 99%

Section: Power Distance Beliefmentioning

confidence: 99%

Section: Mediating Role Of Perceived Fitmentioning

confidence: 99%

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Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator

He,

Mo,

2023

JPBM

Self Cite

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“…Though this study provides interesting findings, it is important to point out its limitations, which may guide future research directions. First, this study employed fictitious brands to ensure that consumer responses were not contaminated by prior experience with, knowledge of, or affection toward real brands [68,69]. However, consumers are often faced with brands with different levels of familiarity, which might systematically alter how they respond to CRM messages with different visual styles [43,70].…”

Section: Limitations and Recommendations For Future Researchmentioning

confidence: 99%

Enhancing the Effectiveness of Cause-Related Marketing: Visual Style, Self-Construal, and Consumer Responses

Fu,

Meng,

Chen

et al. 2023

Sustainability

Self Cite

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The visual presentation of cause-related marketing (CRM) messages is gaining increasing attention from researchers and practitioners. This study delves into the impact of the visual style of CRM messages on consumer responses and the moderating role of self-construal. The results demonstrate that visual style has a significant effect on consumer responses, as cause-focused messages engender a higher brand attitude and purchase intention than product-focused messages (Studies 1 and 2). Meanwhile, the effects of visual style on both consumers’ brand attitude and purchase intention are mediated by the perceived self-serving motives. Importantly, self-construal moderates the relationship between visual style and consumer responses (Study 2). Cause-focused messages lead to enhanced brand attitudes and purchase intentions than product-focused messages by reducing the perceived self-serving motives for consumers with an interdependent self-construal, although not for consumers with an independent self-construal. Grounded in these findings, the theoretical contributions and practical implications are discussed.

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Framing brand concept of vertical line extensions: The moderating role of believability

Pontes,

Leite,

Goyeneche

2024

J of Consumer Behaviour

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This article examines the influence of framing a brand's concept as functional versus symbolic in the advertising of a new vertical line extension. In this research, we carried out two online experiments and collected data from 415 participants recruited from MTurk to investigate the moderating role of believability on the effect of brand concept framing on consumers' purchase intentions of vertical line extensions. The results indicate that (i) consumers evaluate a vertical extension advertising message more positively when it is framed in a consistent manner with the targeted price/quality segment and not with its parent brand or existing product line and that (ii) this effect is moderated by consumer believability such that an advertising framing effect is found for high, but not low, in believability. Perceptions of category fit mediate the relationship between framing brand concept and the evaluation of the extension. This study contributes to the advertising and marketing literature by exploring how consumers can interpret brand concept framing in advertising messages of vertical line extensions differently depending on their level of believability and, in turn, influence their purchase intentions.

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Who will embrace upward line extension? The role of power distance belief

Cited by 4 publications

References 96 publications

Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator

Effect of downward line extension on consumers’ purchase intentions: power distance belief as a moderator

Enhancing the Effectiveness of Cause-Related Marketing: Visual Style, Self-Construal, and Consumer Responses

Framing brand concept of vertical line extensions: The moderating role of believability

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