To read the full version of this content please select one of the options below:

How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement

Jean Boisvert (Department of Marketing, School of Business and Management, American University of Sharjah, United Arab Emirates)
Nick J. Ashill (Department of Marketing, School of Business and Management, American University of Sharjah, United Arab Emirates)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 11 October 2011

Abstract

Purpose

The purpose of this study is twofold: first, to assess the impact of extension innovativeness on attitude towards service line extension and the mediating role played by extension quality (in relation to the parent brand); second, to examine the effect of consumer involvement as a moderator of the relationship between extension quality (in relation to the parent brand) and attitude towards the extension.

Design/methodology/approach

An empirical investigation using a survey methodology was conducted with a sample of 664 respondents. The structural model was assessed using partial least squares (PLS graph).

Findings

The results suggest that in launching a new service line extension perceived quality of the extension (in relation to the parent brand) has a direct impact on attitude towards the service line extension and mediates the effect of perceived extension innovativeness on extension attitude. The findings also suggest that consumer involvement in the extension moderates the relationship between extension quality (in relation to the parent brand) and attitude towards the extension.

Research limitations/implications

Line extensions of other types of services and consumer goods could be investigated in futures studies. Involvement is a multidimensional construct. Other dimensions of involvement could be tested in similar contexts.

Practical implications

This study is important for managers of newly created service branches. In launching a new service line extension, marketers must be careful in developing the quality of the service as well as managing its innovation as both factors influence attitude and behavioral intention outcomes. Also, the moderating role of involvement indicates that managers must attempt to reduce risk perceptions during launch.

Originality/value

The paper makes an important contribution to the emerging service line extension literature.

Keywords

Citation

Boisvert, J. and Ashill, N.J. (2011), "How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement", Journal of Services Marketing, Vol. 25 No. 7, pp. 517-527. https://doi.org/10.1108/08876041111173642

Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited