Brand Extension and Cognitive Style and Their Impact on the Consumers' Evaluations PDF Download
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Author: Jana Defontis
Publisher:
ISBN: 9783346230751
Category :
Languages : en
Pages : 28
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Book Description
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: Jana Defontis
Publisher:
ISBN: 9783346230751
Category :
Languages : en
Pages : 28
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Book Description
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: Alokparna Basu Monga
Publisher:
ISBN:
Category :
Languages : en
Pages : 280
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Book Description
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages :
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Book Description
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: Harish Kapoor
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
The dominant approach used in brand extension research has focused on the role of fit in the extension evaluation process. The overemphasis on fit has resulted in research designs that involve singular evaluation of the extension without consideration of how competing brands in the target category might affect the evaluation of brand extensions. Singular evaluations are known to result in brand positivity effects; that is, brand extensions are evaluated more favorably than warranted. This research finds that singular evaluations, indeed, lead to brand positivity effects. However, brand positivity effects were mitigated when respondents were provided with competitive information along with target category structure and comparative/non-comparative brand positioning statements. Results also suggest that parent brand-extension fit, though an important determinant of an extension's assessment, plays a less critical role in a comparative evaluation context when an extension's brand strength in relation to its competition in the target category is accounted for. Therefore, the findings stress the importance of both competition and parent brand fit in making informed positioning decisions and more realistic predictions of extension success. The research demonstrates when, how and to what extent comparative evaluations result in lower extension ratings and provides managerial strategies to effectively introduce an extension.
Author: Jean-Noël Kapferer
Publisher: Simon and Schuster
ISBN: 0029170451
Category : Business & Economics
Languages : en
Pages : 360
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Book Description
"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.
Author: Patricia Rossi
Publisher: Springer
ISBN: 3030025683
Category : Business & Economics
Languages : en
Pages : 956
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Book Description
This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction. Customer loyalty is ensured through continuous engagement with an ever-changing and demanding customer base. Global forces are bringing cultures into collision, creating new challenges for firms wanting to reach geographically and culturally distant markets, and causing marketing managers to rethink how to build meaningful and stable relationships with evermore demanding customers. In an era of vast new data sources and a need for innovative analytics, the challenge for the marketer is to reach customers in new and powerful ways. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Porto, Portugal, this volume provides current and emerging research from global scholars and practitioners that will help marketers to engage and promote customer satisfaction. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.
Author: Ji-Yeon Park
Publisher:
ISBN:
Category :
Languages : en
Pages : 16
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Book Description
Most brand extension literature usually focus on consumers' evaluations of brand extensions from the perspective of the parent brand or the extensions product characteristics, or the interaction of the parent brand and the extensions. However, little brand extension research, as well as even consumer behavior research attempts to find the critical determinants as characteristics on the newly emerging consumers' behavior. Therefore, this research aims at examining on the distinctive consumers' traits of today as a moderator in the brand extension evaluation. More specifically, we investigate whether consumer dynamics (CD), named on the basis of two concepts, that is, innovativeness and variety seeking, and prior experience (PE) may moderate the relation of the attitude toward the parent brand (PBA) and the attitudes toward the extensions (EBA). The results show that the impact of PBA on EBA is greater when CD and PE, respectively, is high than when CD and PE is relatively low. Moreover, the sign of the interaction is negative, indicating the decreasing effect of PBA in high CD and PE situation, respectively. The research findings suggest many implications for marketers and researchers. Limitations and future research ideas are also discussed.
Author: Kevin Lane Keller
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 114
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Book Description
Author: Peter Barry Thompson
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 254
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Book Description
Author: Humayun Chowdhury
Publisher:
ISBN:
Category :
Languages : en
Pages : 16
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Book Description
This paper tests Aaker and Keller's (1990) brand extension model that has been designed and tested in a series of developed economies to see if it applies to Bangladesh, a developing country. A questionnaire was developed using similar rating scales to those used b Aaker and Keller. The dependent variable, the overall attitude toward the extension, was an average of two dimensions: the overall perceived quality of the extension and the purchase probability of buying the extension. 'Residual Centering' regression approach was used for analyzing the data. Results suggest that there is some international heterogeneity in the way that consumers evaluate brand extension. Major findings of this study, limitations, and directions for future research have been suggested.
