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1 – 10 of over 19000
Article
Publication date: 1 July 2000

Arthur Cheng‐Hsui Chen and Shaw K. Chen

Examines the negative impacts of brand extension failure upon the original brand by calibrating the difference of brand equity. Using data collected from college students…

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Abstract

Examines the negative impacts of brand extension failure upon the original brand by calibrating the difference of brand equity. Using data collected from college students in Taiwan, establishes four hypotheses to identify various effects of a failed brand extension in diluting the original brand’s equity. Analyzes the different effects among four types of equity‐source brands for both close and distant extensions. Equity‐source and equity level of the original brand is identified first. All components of brand equity‐source are then used to evaluate the performance of a brand extension. Finds that an unsuccessful brand extension dilutes the original brand for all three high equity‐source brands. Effects of brand dilution differ according to the type of equity source possessed by the original brand, but there is no difference in brand dilution effects from close and distant extension failures.

Details

Journal of Product & Brand Management, vol. 9 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 March 1993

Byron M. Sharp

Examines the inherent risks of brand extension alongside empiricalevidence of the success rates of brand extensions compared withbrand‐name product launches. Concludes…

3724

Abstract

Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity. Puts forward a number of rules for the appropriate use of brand extension.

Details

Journal of Consumer Marketing, vol. 10 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 December 1998

Mark S. Glynn and Roderick J. Brodie

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the…

5360

Abstract

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. 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.

Details

Journal of Product & Brand Management, vol. 7 no. 6
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 1 July 1991

Byron M. Sharp

Brand extension, the use of an existing brand name on a newproduct, is an exceedingly popular marketing tactic as companies attemptto economise on new product launches and…

1878

Abstract

Brand extension, the use of an existing brand name on a new product, is an exceedingly popular marketing tactic as companies attempt to economise on new product launches and managers attempt to improve short run sales results. Review and analysis of current marketing research concludes that popular claims for general benefits of the practice are contradicted both by marketplace evidence and logical argument. Directions of future research to determine whether any specific conditions exist where brand extension might be an appropriate brand management tactic are outlined.

Details

Marketing Intelligence & Planning, vol. 9 no. 7
Type: Research Article
ISSN: 0263-4503

Keywords

Book part
Publication date: 4 December 2018

Bekir Bora Dedeoğlu

This chapter sheds light on the ‘country of origin’ concept. The author contends that this concept is composed of micro- and macro-components. He argues that the tourists…

Abstract

This chapter sheds light on the ‘country of origin’ concept. The author contends that this concept is composed of micro- and macro-components. He argues that the tourists’ hedonic and monetary gratifications are derived from the travel experiences. Therefore, the country-of-origin image (COI) can have an impact on the destination’s brand extension. In this light, this contribution examines the relationship among COI, overall brand equity and brand extension. The author implies that the hedonic and monetary values can have a moderating effect on the impact of COI and on destination brand extension.

Details

The Branding of Tourist Destinations: Theoretical and Empirical Insights
Type: Book
ISBN: 978-1-78769-373-9

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Article
Publication date: 16 August 2022

Jung Eun Lee and Jung Rim Cho

The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase…

Abstract

Purpose

The purpose of this study is to examine the effects of a Disney collaboration and Disney product line extension type on the perceptions of masstige brands and purchase intentions. By identifying masstige brands as two types (i.e. born-masstige versus luxury-masstige brands), this study investigates how consumers respond to a Disney collection across different types of masstige brands.

Design/methodology/approach

The authors conducted three studies using an experimental approach.

Findings

Study 1 shows that compared to a traditional collection, a Disney collection lowered perceptions of brand luxury, but the negative effect is stronger for born-masstige brands than luxury-masstige brands. Studies 2 and 3 revealed that an upward extension enhanced perceptions of luxury for the born-masstige brand more than it did with a horizontal extension, whereas there was no difference between upward and horizontal extensions for the luxury-masstige brand.

Research limitations/implications

This study contributes to understanding how Disney collaborations influence consumers’ perceptions of masstige brands. It has implications for brand positioning and pricing strategies for practitioners collaborating with Disney or similar companies.

Originality/value

To the best of the authors’ knowledge, this study is the first of its kind to investigate consumer responses to a Disney collaborated collection across two types of masstige brands by exploring their type of product line extensions.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

Article
Publication date: 28 February 2022

Shubhomoy Banerjee and Ateeque Shaikh

The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the…

Abstract

Purpose

The study aims to investigate the impact of brand nostalgia, self-brand connections and parent brand trust on brand extension purchase intention. Additionally, the research examines the moderating effect of brand attachment on the link between brand nostalgia and intention to purchase brand extensions, as well as the relationship between self-brand connections and intention to purchase brand extensions.

Design/methodology/approach

The study collected data from 458 respondents in India using a cross-sectional survey research methodology. The collected data were analysed in two stages in SPSS, using structural equation modelling and the process macro bootstrapping method.

Findings

The study’s results indicate that although brand nostalgia and self-brand linkages exert a favourable impact on intention to purchase brand extensions, this effect is not significant when it comes to brand trust. Brand attachment acts as a moderator between brand nostalgia and the intention to purchase brand extensions. Additionally, brand attachment acts as a moderator between self-brand connections and the intention to purchase brand extensions.

Research limitations/implications

The study adds to the consumer–brand relationship and brand extension literature by proposing and empirically testing a comprehensive model that determines the role of brand nostalgia in the formation of self-brand connections with the brand, trust in the parent brand and, finally, the intention to purchase brand extensions. Additionally, it examines if consumers’ attachment to the parent brand increases or decreases their intention to purchase brand extensions.

Practical implications

Consumer brand nostalgia may be leveraged while introducing brand extensions into the market. What is more, managers could use brand attachment to enhance the impact of brand nostalgia for favourable brand expansion assessments.

Originality/value

To the best of the authors’ knowledge, this is the first research to examine the influence of brand nostalgia and self-brand connections on the intention to purchase brand extensions. Besides, it tests the moderating impact of brand attachment on the relationship between brand nostalgia and intention to purchase brand extensions.

Details

Journal of Product & Brand Management, vol. 31 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 8 April 2022

Jean Boisvert and Nicholas J. Ashill

Grounded in categorization theory, this study examines the impact of luxury parent brand status signaling on brand extension authenticity and consumer attitudes in two…

Abstract

Purpose

Grounded in categorization theory, this study examines the impact of luxury parent brand status signaling on brand extension authenticity and consumer attitudes in two international luxury markets.

Design/methodology/approach

Using samples of luxury consumers from France and the United States, the study's hypotheses are tested using confirmatory factor analysis (CFA), structural equation modelling (SEM) and multi-groups comparisons.

Findings

Findings demonstrate that luxury parent brand (PB) status signaling, familiarity and perceived quality impact luxury extension authenticity, and authenticity has a significant effect on consumer attitudes toward the extension. The relationship between PB status signaling and extension authenticity is stronger for French consumers compared to their American counterparts. The effect of luxury PB perceived quality and familiarity on PB status signaling is similar for both American and French consumers. However, the effect of PB familiarity on luxury brand extension authenticity is stronger in France than the United States.

Research limitations/implications

Results provide researchers and managers with insights on how to design marketing programs for luxury line extensions in a cross-national context.

Originality/value

The authors contribute to existing literature examining factors related to the parent brand and the relationship between the parent brand and the extension by examining the effect of PB status signaling and extension authenticity on extension attitudes in two international luxury markets.

Details

International Marketing Review, vol. 39 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 7 January 2022

María Lucila Osorio, Edgar Centeno, Jesús Cambra-Fierro and Ernesto del Castillo

Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit…

Abstract

Purpose

Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables.

Design/methodology/approach

Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions.

Findings

Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension.

Originality/value

A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

Details

Journal of Product & Brand Management, vol. 31 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

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