The Effects of Fit and Country of Origin on Brand Extension Evaluation: The Moderating Effect of Regulatory Focus PDF Download
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Author: 蔡漢松
Publisher:
ISBN:
Category :
Languages : en
Pages : 252
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Book Description
Author: 蔡漢松
Publisher:
ISBN:
Category :
Languages : en
Pages : 252
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Book Description
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: Alokparna Basu Monga
Publisher:
ISBN:
Category :
Languages : en
Pages : 280
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Author: Ann Marie Barrier Little
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 204
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Author: Lin Zhang
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages :
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Brand equity has been highlighted as one of the most valuable assets one company possesses. However, negative information related with brand extension, such as brand extension failures, can lead to negative perceptions, which may be difficult to reverse. Therefore, it is of critical interest to managers and academicians to have better understanding of the effect of brand extension on the parent brand, especially its negative effect. In this research, the focus is to investigate the feedback effect of negative information of brand extension on the parent brand. This dissertation focuses on how negative information of brand extension impacts the parent brand. It attempts to clarify the previously mixed findings on reciprocal effects of brand extension. More importantly, it endeavors to fill the research gap of examining the issue of how negative information of brand extension affects the parent brand and to improve the understanding of the process by which negative information of brand extensions causes parent brand dilution, i.e. decreases the consumers' favorable attitudes towards the parent brand. Therefore, the focus of this dissertation was to investigate the effects of brand extension's negative information on consumers' attitudinal evaluation of parent brand, over different levels of brand extension fit, information negativity, and association set size with parent brand. In general, the significant impact of negative information on parent brand evaluation has been enlightened by this research.
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: 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: Tom Meyvis
Publisher:
ISBN:
Category :
Languages : en
Pages : 13
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Book Description
It is well established that consumers' evaluations of brand extensions depend on the quality of the parent brand and the fit between that brand and the extension category. We propose that the relative importance of these two factors is influenced by two key features of a typical shopping environment: the presence of visual information and the availability of comparison brands. In particular, we demonstrate that adding pictures and enabling brand comparisons shifts consumers' preference from extensions of better fitting brands to extensions of higher quality brands. We propose that this occurs because pictures and brand comparisons create a more concrete representation of the extension, which in turn increases the importance of parent brand quality relative to brand-extension fit. We provide support for this underlying mechanism and discuss the practical implications of our findings.
Author: Zachary Scott Johnson
Publisher:
ISBN:
Category : Branding (Marketing)
Languages : en
Pages : 61
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Book Description
Termed corporate associations, consumer corporate brand perceptions influence evaluations of new products made by consumers. Corporate associations are conceptualized as falling within two categories (Brown and Dacin 1997): a corporation may develop a reputation for Corporate Ability (CA) by developing quality products or for Corporate Social Responsibility (CSR) through its corporate commitment to societal obligations. Past research suggests that product-related CA associations lead to more favorable product evaluations than CSR, which is a contextual association that is less product-related. However, past research has been limited to line extensions, which are evaluated in a piecemeal cognitive process. Unlike line extensions, evaluations of brand extensions include an intervening categorization process that determines consumers' evaluative strategies. This research merges the corporate association and brand extension literature streams and, in four studies, contributes to the literature by establishing that brand extension fit moderates the influence of corporate associations on product evaluations. This finding is developed further by demonstrating that both individual differences (self-construal) and brand-related attributes moderate this interaction.
Author: Isaac Cheah
Publisher: Routledge
ISBN: 0429535651
Category : Business & Economics
Languages : en
Pages : 132
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Book Description
This book evaluates Country of Origin (COO) research from new critical perspectives, providing insights on how COO shapes both consumer behaviour and business trends, and how marketers can overcome or take advantage of COO in their strategies. The contributors explore a variety of strategies for utilising Country of Origin, including how country image can influence market entry positioning strategies, and how brand heritage can be utilised as a communication tool. There is also a study of what percentage of online products require COO identification, and whether this percentage correlates to customer satisfaction. Several contributors look at consumers’ preference for food in relation to COO and authenticity, and further chapters explore the impact of consumer identification with a nation on how they evaluate brands. As Country of Origin is increasingly evaluated by consumers and used by marketers to safeguard locally-owned products, this book will be of interest to those studying the relationship between country-authentic brands and their promotion in the global marketplace. This book was originally published as a special issue of the Journal of Promotion Management.
