Brand Positivity and Competitive Effects on the Evaluation of Brand Extensions PDF Download
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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: 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.
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Author: Harish Chander Kapoor
Publisher: Library and Archives Canada = Bibliothèque et Archives Canada
ISBN: 9780494083369
Category : Brand name products
Languages : en
Pages : 444
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Book Description
Author: Victoria Homeier
Publisher: GRIN Verlag
ISBN: 366860486X
Category : Business & Economics
Languages : en
Pages : 39
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Book Description
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: 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: Dilip Doraiswamy
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 150
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Book Description
"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.
Author: Steven S. Posavac
Publisher: Routledge
ISBN: 1317473728
Category : Business & Economics
Languages : en
Pages : 344
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Book Description
The unique contribution of Cracking the Code is its spotlight on how the knowledge of consumer psychology principles can be used to improve managerial decision making and organizational performance. Research on consumer behavior typically has a narrow focus and does not offer reliable and practical direction for marketers. Taken collectively, however, the conclusions of research streams can provide valuable information from which managers can base their decisions. The contributing authors of Cracking the Code offer a set of rules for managerial action that has been distilled from reviews of research areas in which they are experts. The book contains systematic, prescriptive advice based on state-of-the-art knowledge from multiple research lines regarding how consumers think and choose. The chapters cover fundamental topics such as new product management, marketing mix strategy, marketing communications and advertising, social media, and experiential marketing.
Author: Cathrine V. Jansson-Boyd
Publisher: Routledge
ISBN: 1317539931
Category : Business & Economics
Languages : en
Pages : 739
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Book Description
This unique handbook maps the growing field of consumer psychology in its increasingly global context. With contributions from over 70 scholars across four continents, the book reflects the cross-cultural and multidisciplinary character of the field. Chapters relate the key consumer concepts to the progressive globalization of markets in which consumers act and consumption takes place. The book is divided into seven sections, offering a truly comprehensive reference work that covers: The historical foundations of the discipline and the rise of globalization The role of cognition and multisensory perception in consumers’ judgements The social self, identity and well-being, including their relation to advertising Social and cultural influences on consumption, including politics and religion Decision making, attitudes and behaviorally based research Sustainable consumption and the role of branding The particularities of online settings in framing and affecting behavior The Routledge International Handbook of Consumer Psychology will be essential reading for anyone interested in how the perceptions, feelings and values of consumers interact with the decisions they make in relation to products and services in a global context. It will also be key reading for students and researchers across psychology and marketing, as well as professionals interested in a deeper understanding of the field.
Author: David A. Aaker
Publisher: Psychology Press
ISBN: 1317759826
Category : Business & Economics
Languages : en
Pages : 406
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Book Description
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
Author: Christopher D. Ferguson
Publisher:
ISBN:
Category :
Languages : en
Pages : 110
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Author: Md. Humayun Kabir Chowdhury
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
This paper deals with the effects of perceived quality, perceived fit and perceived difficulty, and interaction between perceived quality and fit on consumer evaluations of brand extension. We used multi-item scales to measure these constructs. Data were analysed via structural equation models. Results show that both perceived quality and perceived fit have direct positive effects on consumer evaluation of extensions. We find support for the chance of transferring the positive values of a brand to an extension is greater when consumers see the extension as a good fit with the original brand and the original brand is considered as of high quality.
