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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: 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: 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:
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: Jana Defontis
Publisher: GRIN Verlag
ISBN: 3346230740
Category : Business & Economics
Languages : en
Pages : 27
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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: 蔡漢松
Publisher:
ISBN:
Category :
Languages : en
Pages : 252
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Book Description
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author: Peter S.H. Leeflang
Publisher: Springer Science & Business Media
ISBN: 146154050X
Category : Business & Economics
Languages : en
Pages : 642
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Book Description
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author: Jacob Jacoby
Publisher: Lexington Books
ISBN:
Category : Business & Economics
Languages : en
Pages : 344
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Book Description
Author:
Publisher:
ISBN:
Category : Dissertations, Academic
Languages : en
Pages : 592
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Book Description
Author:
Publisher: John Wiley & Sons
ISBN: 1405161787
Category : Business & Economics
Languages : en
Pages : 1775
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Book Description
With over 300 entries from hundreds of global experts, this is one of the premier marketing reference resources available worldwide. The 6-volume WIEM provides scholars and professionals with an international guide to marketing concepts and applications The far-reaching new developments, challenges and opportunities that have arisen in recent years are fully reflected in the entries Scholars and professionals will enjoy the flexible, multi-level structure, with entries ranging from topics summaries to short essays reviewing areas of development and debate Entries are further extended by sophisticated cross-referencing both among volumes and between encyclopedia entries and external sources The encyclopedia is also available online For ease of reference, the entries are arranged alphabetically within each of the subject volumes. Designed to encompass the scope of modern marketing, the volumes cover: Volume 1: Marketing Strategy Volume 2: Marketing Research Volume 3: Consumer Behavior Volume 4: Advertising and Integrated Communication Volume 5: Product Innovation and Management Volume 6: International Marketing
