A Conceptualisation and Experimental Investigation of Brand Extension Evaluation PDF Download
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Author: Peter Barry Thompson
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 254
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Author: Peter Barry Thompson
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 254
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Book Description
Author: Jana Defontis
Publisher: GRIN Verlag
ISBN: 3346230740
Category : Business & Economics
Languages : en
Pages : 27
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Seminar paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Kaiserslautern, language: English, abstract: The purpose of this seminar work is to give an overview of existent research findings on brand extension and cognitive style and to examine what impact style of thinking has on consumers evaluations of brand extensions. Brand extension constitutes a common marketing strategy for entering into new segments and leveraging brand equity by expanding a brand, both, within and beyond the parent brand's product category. This strategy is often employed by management for leveraging existing brand beliefs and the overall image of the parent brand towards the newly launched product and thereby it is saving expenses with respect to measures for market launch considering advertising or price promotions, for example. Considerable effort in research has been conducted in exploring and understanding the success factors of brand extensions, with brand extension fit being identified as one of the main drives for an extension to succeed. In this context, a high brand elasticity is likely to result in more favorable evaluations for brand extensions in distant product categories. However, these findings cannot be generalized. Instead, it was found that the brand concept of the parent brand can significantly influence the elasticity and thus also the evaluation of the brand extension . In this respect, a distinction is generally made between two different brand concepts, namely prestige and functional.
Author: Jungsuk Kang
Publisher:
ISBN:
Category :
Languages : en
Pages : 386
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Author:
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Background: Previous studies on brand extension evaluation mostly used university students as research sample which led to some arguments on the accuracy of research result. Although some researches proved that the use of students as sample will not lead to research bias, they could not explain why still 1/3 of tested variables showed significant differences in their experiments. Purpose: Considering that consumers experience would influence their perception of similarity between parent brand and extended brands in the attitude transfer model, in which consumers evaluate brand extension, the study aims at examining whether the direct experience of research samples in parent brand will affect their attitude transfer from parent brand to extended products or not. Methodology: The study used a quantitative survey. Questionnaire was designed based on 4 pretests and translated into 4 languages. Data was collected through both online and offline means. PLS-SEM was applied to test the strengths of relationships between different constructs. PLS-MGA was used to assess the effect differences among sub-groups. Results: Results show that consumers direct experience has indirect effect on attitude transfer process through perceived fit. The moderation of perceived fit on attitude transfer from parent brand to new extensions only occurs in sample with direct experience. There is no direct effect of experience on the relationship of attitude transfer from parent brand to extension evaluation. Keywords: brand extension; brand extension evaluation, sample design, consumer direct experience, marketing strategy, perceived fit.
Author: Victoria Homeier
Publisher: GRIN Verlag
ISBN: 366860486X
Category : Business & Economics
Languages : en
Pages : 39
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Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.
Author: Margo J. Smith
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Author: Laura Rose Frieden
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Cross-gender brand extensions are a developing and valuable strategy that has quickly grown to become a vital component of strategic communications management. The goal of this study is to gain a greater insight on what makes for a successful cross-gender brand extension. In order to expand upon the Basic Model of Brand Extension Evaluation (Doust & Esfahlan, 2012), this study examines how marketing factors, more specifically product positioning, combined with consumer gender roles and brand concept, affect how consumers evaluate cross-gender brand extensions. In the past gender and brand concept have been studied within cross-gender brand extension research. Yet, the present study focuses on gender roles, conceptualizing gender as levels of masculinity and femininity. The products featured were positioned as having either a symbolic or functional brand concept. The results from this study not only confirm that gender and gender roles are indeed two distinct concepts, but they also indicate that gender roles and brand concept have a significant effect on brand extension evaluations, especially when level of masculinity is a factor.
Author: Alokparna Basu Monga
Publisher:
ISBN:
Category :
Languages : en
Pages : 280
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Author:
Publisher:
ISBN:
Category : Brand name products
Languages : en
Pages : 272
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Author: Dilip Doraiswamy
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 150
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"Over the past two decades, the retail landscape has experienced remarkable changes due to macro- and micro-environmental forces. Many industries, including textile and apparel businesses have shut down their facilities and some have modified their strategic plan to withstand the global economic recession. One of the important marketing strategies utilized by major retailers to sustain in this economy is brand extension. While several studies have examined the effect of brand extension on brand equity, very few have investigated the parent core brand concept once the brand extension has been introduced. Considering both the paucity of research and potential financial maximization to be gained from such efforts, the overall purpose of the study is to enrich our understanding of the impact of brand extensions on the parent core brand concept and brand equity in the context of apparel. Specifically, the current study also seeks to examine whether consumers' perceived fit moderates the effects of different types of brand extensions and consumers' evaluations of the parent core brand concept and brand equity after the extension. Data were collected from a convenience sample of undergraduate students between the ages of 18 to 26. The final sample consisted of 240 college students. Of these, approximately 91% were female, approximately 65% were Caucasians, and the average age category was 18 to 23 years old. Different statistical analysis techniques (e.g., multiple regression, paired sample t-test, one-way analysis of variance) were employed to test all hypotheses. Results revealed that there are positive relationships among consumers' initial evaluations of the parent brand equity, their attitudes toward the extensions, and their post extension evaluations of the parent core brand concept and brand equity. Results further showed that brand extension strategies (horizontal vs. vertical) have an impact on consumers' post extension evaluations of the parent core brand concept and brand equity. The study's findings also advance the brand literature in that consumers' perceived fit moderates the relationship between brand extension strategy (regardless of the types of extension) and consumer' post extension evaluations of the parent core brand concept and brand equity. Implications are provided. Limitations and future research directions are also discussed."--Abstract from author supplied metadata.
