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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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7419

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.

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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…

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3287

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.

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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…

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5166

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.

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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…

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1817

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.

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

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Article
Publication date: 10 November 2021

Jakeun Koo

The present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports…

Abstract

Purpose

The present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.

Design/methodology/approach

In total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.

Findings

The survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.

Originality/value

The research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.

Details

International Journal of Sports Marketing and Sponsorship, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1464-6668

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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.

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

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

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Article
Publication date: 15 April 2020

Ritu Mehta and Sanket Agrawal

The growing market for organic products presents a tremendous opportunity for marketers to extend their existing brands. However, there is hardly any research that…

Abstract

Purpose

The growing market for organic products presents a tremendous opportunity for marketers to extend their existing brands. However, there is hardly any research that investigates the factors extension from an organic parent brand is preferred over extension into same product category for success of such brand extensions. This paper investigates the role of two different bases consumers may use to evaluate the extension into organic product – organic status of the parent brand and its similarity to the extended product category.

Design/methodology/approach

The study involved a 2 × 2 (organic versus regular parent brand and same versus different product category) between-subjects factorial design. Data collected from 164 postgraduate students presented with one of the four scenarios were analysed using ANOVA.

Findings

The results reveal that extensions from organic parent brand versus regular brand, and in the same product category versus different category, are evaluated more favourably. Moreover, extension from an organic parent brand is preferred over extension into same product category.

Originality/value

The research contributes to the extant literature on branding and retailing by building on categorisation theory to explain consumer preference for brand extension when launching a new organic product. The findings provide valuable insights to practitioners to launch a new organic product using brand extension.

Details

International Journal of Retail & Distribution Management, vol. 48 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 24 February 2020

Joseph W. Chang

This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions.

Abstract

Purpose

This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions.

Design/methodology/approach

Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design.

Findings

Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, brand cohesiveness dominates brand similarity in terms of adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands and cohesive broad brands than on incohesive broad brands. Conversely, when new extensions are atypical, brand similarity dominates brand cohesiveness on adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands than on cohesive and incohesive broad brands.

Research limitations/implications

Brand cohesiveness is more impactful than brand similarity on brand perceptions. The identical adverse effects of typical extensions on narrow, and broad brands exist only when the portfolio products of the broad brands are cohesive.

Practical implications

Cohesive broad brands have the advantages of being more favored than incohesive broad brands and being less vulnerable to negative atypical extension information than are narrow brands.

Originality/value

This study advances brand research by examining the interplay between brand structure (i.e. category cohesiveness and similarity) and extension typicality on adverse extension effects.

Details

Journal of Product & Brand Management, vol. 29 no. 7
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 17 March 2020

Kimberley D. Preiksaitis and Peter A. Dacin

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or…

Abstract

Purpose

This study aims to examine how brands attempt to extend their customer set not through the typical route of adding brands, but through the strategic extension or enlargement of their target customer set. Building on theories from both reference group perceptions and brand identification, this research explores the impact of strategic customer extensions on current target market consumers.

Design/methodology/approach

Two scenario-based experiments explore strategic customer extensions for a packaged goods brand and a well-known retail brand. The analysis involves both analysis of variance and SEM methods.

Findings

Current target market consumers’ evaluations of strategic customer extensions are informed by reference group perceptions relating to the proposed customer extension. When current target market consumers perceive strategic customer extensions as potentially attracting a dissociative reference group, consumers have weaker evaluations and brand identification measures and, subsequently, weaker future intentions towards the brand.

Originality/value

The brand identification literature is augmented by incorporating theories from the reference group literature to demonstrate how to reference group perceptions drive a current target market consumers’ evaluations of strategic customer extensions to affect the strength of the identification that current target market consumers have with a brand. Brand identification is also demonstrated as mediator customer evaluations and subsequent intentions towards the brand.

Details

Journal of Product & Brand Management, vol. 30 no. 2
Type: Research Article
ISSN: 1061-0421

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