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Article
Publication date: 1 June 1999

Edwin J. Nijssen

Among the range of strategies available to a company, line extensions are an important way to keep a brand alive and to realize incremental financial growth. In order to be…

11131

Abstract

Among the range of strategies available to a company, line extensions are an important way to keep a brand alive and to realize incremental financial growth. In order to be successful at introducing new extensions managers should understand line extensions’ key success factors. In this study three market‐related factors’ impact on line extension success were investigated, i.e. the level of competition in the market place; retailer power; and consumers’ variety seeking behavior. Data collected from 49 marketing and product managers in the fast‐moving consumer goods industry showed that line extensions have very little added value over existing products, and that cannibalization is very much related to a line extension’s success. Of all line extensions, those involving new flavors and new packaging/sizes were most successful. Extensions that improved product quality were found to be unsuccessful. The market‐variables: level of competition; retailer power; and variety seeking behavior all had a negative influence on line extension success. Dominant brands were hurt more by variety seeking behavior’s negative impact than less dominant brands.

Details

European Journal of Marketing, vol. 33 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 December 1996

Chung K. Kim and Anne M. Lavack

Relates evidence which suggests that launching a vertical brand extension generally has a negative impact on the core brand because it dilutes the core brand image, advising that…

10561

Abstract

Relates evidence which suggests that launching a vertical brand extension generally has a negative impact on the core brand because it dilutes the core brand image, advising that a brand extension should be introduced only when its profit potential exceeds the losses that will be sustained as a result of damage to the core brand. Describes two important tools which can reduce the dilution of the core brand image and/or enhance the success of a new brand extension introduction distancing, and information cues: Explains that, to reduce damage to a valuable core brand or to benefit a new step‐up brand extension, the extension should be maximally distanced from the core brand; however, to benefit a new step‐down brand extension (at the expense of the core brand), the extension should be positioned close to the core brand. Highlights how information cues that describe a brand extension can also act like distancing techniques, simply by serving to reinforce the similarities (implied closeness) or differences (implied distance) between the brand extension and the core brand.

Details

Journal of Product & Brand Management, vol. 5 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 27 July 2010

Eva Martínez and José M. Pina

This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and…

8202

Abstract

Purpose

This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image.

Design/methodology/approach

Data were obtained from 699 face‐to‐face interviews conducted in Spain. Structural equation modelling was used to test the proposed hypotheses.

Findings

The results indicate that brand extensions have feedback effects on brand image depending on the attitude toward the new product and perceived image fit. Consumer attitude depends, in turn, on initial brand associations, perceived category fit, perceived image fit and consumer innovativeness. Brand familiarity also shows indirect effects.

Research limitations/implications

The model should be tested with extensions of the same (line extensions) or different categories. It is also necessary to analyse non‐fictitious products, and to take different moderating effects into account.

Practical implications

The results suggest how to protect the brand image from unsuitable extension strategies. The paper shows what kind of perceived fit is more important for consumers as well as the direct and indirect role of several variables.

Originality/value

The paper extends previous research by proposing a complete framework that considers the factors that influence either the attitude to the extension or the attitude to the extended brand.

Details

European Journal of Marketing, vol. 44 no. 7/8
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 16 August 2013

Kavita Srivastava and Narendra K. Sharma

The present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension

3435

Abstract

Purpose

The present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension across three product types, namely, FMCG, durable goods and service (FDS) sectors. More importantly, the study seeks to explore the importance of involvement profile comprising relevance, pleasure, sign‐value, risk importance and risk probability and perceived risk facets (financial, psychological and performance) in acceptance of brand extension across FDS.

Design/methodology/approach

Three questionnaire‐based surveys were conducted to collect the data for FMCG, durable and service brand extensions. Regression analyses and Chow test were computed to investigate differences in consumer evaluation across FDS.

Findings

Results revealed significant different effects of variables across the three product types. The impact of perceived quality was greater in the case of services than FMCG and durables. On the other hand, perceived risk and involvement had stronger influence on evaluation of durables and service than FMCG brand extensions.

Research limitations/implications

The present study gives a comprehensive view of how consumers evaluate the service and non‐service brand extensions.

Originality/value

The major contributions of this study are: generalization of the findings related to brand extension incongruity in the service area; examination of the multidimensional role of involvement in terms of relevance, pleasure, sign value, risk importance and risk probability in brand extension context across FMCG, durables and service product types; and exploration of the role of risk facets, namely, financial, performance and psychological in determining consumers' attitude towards brand extension.

Details

Journal of Indian Business Research, vol. 5 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 20 November 2017

Michelle Childs

The purpose of this study is to review and summarise the current body of literature on brand extension feedback effects and to identify which research issues are inhibiting…

1986

Abstract

Purpose

The purpose of this study is to review and summarise the current body of literature on brand extension feedback effects and to identify which research issues are inhibiting advancement in this stream of literature. Based on this analysis, suggestions for future research are provided.

Design/methodology/approach

In a systematic literature review, criteria were used to identify relevant journal publications that have specifically investigated brand extension feedback effects (n = 53). Research articles were subsequently evaluated for further analysis.

Findings

Several issues may inhibit advancement in the literature on brand extension feedback effects. These include issues related the conceptual, methodological and context of research, as well as related to the consumer, product, brand and marketing. Specific research questions are provided which address issues found in this literature stream.

Research limitations/implications

This paper aims to resolve issues in research on brand extension feedback effects to facilitate more rapid advancement in this stream of literature.

Originality/value

This research fills a need to summarise the current state of the literature and identifies research issues that need to be addressed in the future.

Details

Journal of Product & Brand Management, vol. 26 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 20 November 2017

Kelley A. O’Reilly, Alhassan G. Mumuni, Stephen J. Newell and Branden J. Addicott

This study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual…

Abstract

Purpose

This study aims to examine the relative impact of three drivers affecting consumers’ usage consideration for a brand extension into a service category using data from actual consumers of a national oil change retailer contemplating various service brand extensions.

Design/methodology/approach

Data for the study were collected in two separate surveys using structured self-administered questionnaires. Three drivers were measured for their effect on consumers’ usage consideration for service brand extensions (dependent variable), namely, parent brand evaluation, extension fit and degree of service intensity of the extension.

Findings

The results indicate that parent brand evaluations are the strongest drivers of brand extension usage consideration, regardless of the extension fit or the degree of service intensity of the extension. In addition, the findings suggest that the closer the fit to the parent brand, the more likely the extension will be considered. In contrast, consumers are less likely to consider using an extension as the level of service intensity increases.

Originality/value

This study’s use of actual customers of the brand, for real service brand extensions provides a higher degree of external validity than previous work in this area, and it yields a deeper understanding of the criteria used by consumers when evaluating service brand extensions. The study also provides managerial implications that are of practical value to academics and practitioners alike.

Details

Journal of Product & Brand Management, vol. 26 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 13 November 2009

Patrali Chatterjee

The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions

3006

Abstract

Purpose

The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non‐green) brands for products with high vs low perceived environmental impact.

Design/methodology/approach

The paper analyses responses to online surveys by 602 pet‐owners at social networking websites. The quasi‐experiment considered perceived environmental impact of core product, parent‐brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured.

Findings

Results suggest that consumers are more likely to purchase green extensions of products with high perceived environmental impact and that current consumers prefer green line extensions to green category extensions. Both have similar reciprocal impact on parent brand evaluation among current consumers.

Research limitations/implications

The data have external validity but lack the control possible in laboratory experiments. Future research should replicate the study in other product categories.

Practical implications

Managers of established brands should consider brand extensions of products associated with high environmental impact only.

Originality/value

This paper examines managerial implications of line vs category extension strategies for green brand extensions of established brands.

Details

Journal of Systems and Information Technology, vol. 11 no. 4
Type: Research Article
ISSN: 1328-7265

Keywords

Article
Publication date: 1 October 1997

Siew Meng Leong

Examines the effects of extending master brandsbrands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally…

3481

Abstract

Examines the effects of extending master brandsbrands which so dominate a product category that they are almost synonymous with it. Three factors were experimentally manipulated — category dominance, the success of an extension, and the similarity between the extended and original products. The results indicated that a brand’s association with its original product category was diluted when an extension failed. This effect was moderated by category dominance prior to the extension. Specifically, the dilution effect was less pronounced for master brands than for brands which were less dominant in a product category. However, the similarity between the extended and original product categories did not moderate the dilution effects of master and less dominant brand extensions.

Details

Journal of Consumer Marketing, vol. 14 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

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

Keywords

Article
Publication date: 11 May 2015

Antonio Williams, Isabell Rhenwrick, Kwame J. A. Agyemang and Alexandria Pantaleoni

– The purpose of this paper is to arrive at a better understanding of the experiences of the women who comprise a distinct National Football League (NFL) women’s only fan club.

Abstract

Purpose

The purpose of this paper is to arrive at a better understanding of the experiences of the women who comprise a distinct National Football League (NFL) women’s only fan club.

Design/methodology/approach

A semi-structured focus group interview was conducted and analyzed using margin coding for a NFL fan club. The focus group data were triangulated with secondary sources such as participant observation, field notes, and documents (e.g. web site and written documents from fan club).

Findings

The data analysis revealed the following eight themes: philanthropy, team affiliation, events, social media, brand elements, fan identity, apparel, perks.

Research limitations/implications

The paper examines the experiences of women fan club members, which could potentially provide the franchise with insights on how to enhance the member experience. While the present study represents only one case, the researchers believe there are key factors to call attention to for NFL marketers considering a brand extension aimed at women.

Practical implications

The results provide marketers with useful information to enhance the experience of current women only fan club brand extension and potential future women only fan club brand extensions. Given the increase in NFL fandom among this segment of the population, it will be crucial for NFL marketers to increase their efforts to leverage their respective sport team brands with female fans.

Originality/value

The paper is the first to explore the experiences of women fan club members in professional sports.

Details

Sport, Business and Management: An International Journal, vol. 5 no. 2
Type: Research Article
ISSN: 2042-678X

Keywords

21 – 30 of over 22000