Brand extensions (original) (raw)
Related papers
Journal of Fashion Marketing and Management, 2013
Purpose-Although the investigation of brand extension strategies has gained importance, existing research focusses primarily on consumer attitudes to brand extensions, and to date, little research has been made on the luxury market. Moreover, studies on the impact of brand extensions have been limited to explicit measurement methods. Therefore, the aim of this study is to provide new insights by focussing on the change of consumers' brand perception related to downgrading and upgrading brand extensions strategies in the luxury market based on an implicit association test (IAT). Design/methodology/approach-In this exploratory study context of examining the spontaneous reaction time with reference to the luxury concept by confronting respondents with adequate verbal brand extension stimuli, a ST-IAT was considered for the empirical tests of these hypotheses. Findings-The study results give evidence that consumers' perception of an upgrading or downgrading strategy of a brand varies in accordance to these hypotheses. Hence, the reaction time of the H&M subjects decreased after having read the upgrading stimulus whereby, in the case of Karl Lagerfeld, the ST-IAT reaction times showed that the downgrading information resulted in a weaker association of Karl Lagerfeld with luxury. Originality/value-The use of implicit measurement methods is becoming increasingly important for assessing consumer reaction to the new product line. Particularly, when luxury brands apply a downgrading strategy, the risks of possible damages to the core brand are much higher than in the case of an upgrade of a basic brand to the luxury or premium segment.
Journal of Brand Management, 2012
This paper analyzes the role of the brand concept (luxury vs. non-luxury) in the impact of step-down line extension on consumer-brand relationships. A before-and-after pseudoexperimental study conducted on the Internet among BMW and Peugeot buyers shows that step-down line extension negatively influences the main variables of consumer-brand relationships (e.g., self-brand connections, brand attachment, brand trust and brand commitment) only for the luxury brand BMW. On the contrary, no dilution effects are found for the non-luxury brand Peugeot.
Marketing Letters, 2001
The current study compares better-fitting and worse-fitting new brand names and brand extensions on brand attitudes and choice shares across situations that differ in terms of the amount of product information available and consumer knowledge of the target product category (which had limited effects), 35[emsp4 ]mm cameras (choice-set competitors Nikon and Minolta). While brand extensions and better-fitting brands generally enjoyed more positive brand attitudes and larger choice shares, effects were moderated by product information. When information was limited to brand name and price, the better-fitting brand extension (Sony) commanded more share than did the better-fitting new brand (Optix) which in turn commanded more share than did either the worse-fitting extension (Nike) or the worse-fitting new brand (Topix). But when information on product features was added, target brands were chosen similarly across brand names where the better-fitting new brand Optix garnered slightly (non-significantly; 5%) more share than the better-fitting extension Sony. This weak preference was reversed, however, in the attitude data where Sony was rated significantly higher in liking than Optix. Two focal conclusions emerge. First, new brands can perform as well as or better than brand extensions when consumers process product information. In this study, brand-extension advantages were confined to situations of limited information processing and better fit. Second, since branding effects differed across attitudes and choice, researchers hoping to duplicate in the laboratory the types of branding effects likely to occur in the marketplace may want to expand their traditional focus on attitudes to include choice.
The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions
Journal of Marketing, 2010
This research documents how implicit theories regarding personality traits (whether they are deemed fixed or malleable) affect consumer inferences about the malleability of a brand's personality traits and thus its ability to extend into new categories. In Study 1, we document how consumers who believe traits are malleable (incremental theorists) are more accepting of brand extensions than consumers who believe traits are fixed (entity theorists).
Stretching a luxury brand down: An experimental study of core brand dilution effects
This paper analyzes the effects that the step-down line extension of a luxury brand has on attitudes toward the core brand. This before-and-after quasi-experimental study shows that the step-down line extension of the Armani brand negatively influences the affective component of the core brand attitude for customers and non-customers. However, the conative component of this core brand attitude decreases for the brand customers and increases for non-customers. Other factors that affect core brand dilution are similarity in quality, branding strategy, distribution channel and self-brand connections.
Journal of Business Research, 2014
This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand extension fit. However, the brand extension consistency with CBAs positively affects consumer–brand extension evaluations, while the brand extension consistency with PBAs does not have a significant effect. Study 2 demonstrates the mediating role of perceived fit between brand extension consistency with CBAs and brand extension evaluations. The study shows that the more inconsistent the product extension is with CBAs, the more the brand's image is altered and the faster brand evaluations deteriorate. In contrast, the brand extension inconsistency with PBAs does not affect brand evaluations.
The importance of brand-specific associations in brand extension: further empirical results
Journal of Product & Brand Management, 1998
This paper reports a replication of Broniarczyk and Alba's study on the influence of brand-specific associations on brand extensions. The results broadly support the original study showing brand-specific associations (attributes which differentiate a brand from the competition) can dominate the effects of the parent brand to the point where they reverse extension evaluations. Thus the study provides further evidence to challenge the commonly held assumption that the effect associated with the original brand name and product category is automatically transferred to the brand extension.
Ovidius University Annals: Economic Sciences Series, 2018
Brand equity is well known for playing a fundamental role in consumer`s puchasedecision,taking into consideration the fact that customers will have a more positive response whenfacing a well-known,familiar brand. The purpose of this paper is to reveal the impact of brand awareness and other brand equitydimensions such as brand loyalty,perceived quality and brand association on consumer`sbehaviour; we will try particularly try to determine in which measure the above-mentioned factorscan influence customer`s buying decisions.The study is based upon previous research studiesconducted by other authors, as well as a study case in which we will show the effects of variousmarketing strategies focusing on the respective dimensions(brand awareness,brandloyalty,perceived quality and brand association) on buyers` purchase decisions and their influenceon the overall brand image(the study will be focused upon luxury brands and their strategies toreach out and attract a larger number of consumers...
Unique brand extension challenges for luxury brands
2011
This article addresses the impact of brand extensions on the brand equity of luxury brands. A review of the developments in the luxury market has shown significant changes in demand and supply sides. The luxury market has been growing rapidly over the last 20 years, and luxury brands, formerly reserved for a small group of privileged individuals, are now available to more consumers. Meanwhile, luxury goods manufacturers have been applying new marketing strategies, and extending their brands without any insights as to the consequences for their brands. Despite these changes, little research has investigated the luxury market. Therefore, a systematic review has been undertaken regarding the nature of luxury brands and research measuring individual luxury brand equity elements such as attitudes and perceptions. Deviating results in the application of concepts for non-luxury brands to luxury brands have been found due to the abstract and emotional nature of luxury brands. These results support the development of distinct brand equity constructs for luxury brands. The main focus of this article is the impact of luxury brand extensions on the parent brand's equity and the proposal of a framework to allow the impact to be measured.
Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude
INTERNATIONAL JOURNAL OF MANAGEMENT SCIENCE AND BUSINESS ADMINISTRATION, 2014
The purpose of this research study is to identify the impact of the brand category on brand extension attitude. The concept of brand extension is used for the marketing of any brand which is associated with the firm. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than other brands. This study especially identified that those brand who want to extend the product range of brands. Data was collected from a convenience sample of different brand buyers in Faisalabad via surveys. The final sample consisted of 200 responses. Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude. Parent brand quality has a positive effect on brand extension attitude. Brand extension information toward the brand extension attitude is significantly impacted. The results provide some suggestion to marketers who want to expand their parent brand or launch fashion extension products.