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Article
Publication date: 11 May 2015

Aihwa Chang and Timmy H. Tseng

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the…

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2189

Abstract

Purpose

This study aims to investigate the interaction between branding strategies, levels of perceived fit and consumer innovativeness on the evaluation of new products from the perspective of situational strength.

Design/methodology/approach

Two experiments were conducted to empirically test the hypotheses.

Findings

A significant three-way interaction of branding strategy, perceived fit and consumer innovativeness on the evaluation of the new products was found. A significant two-way interaction of branding strategy and perceived fit was also found. Situational clarity fully mediates the relationship between branding strategy and consumer product evaluations at various fit levels.

Practical implications

The theory of situational strength may shed light on the selection of target market when managers launch new products. Innovative consumers are the target market for the new products under new branding or low fit sub-branding; under brand extension or high fit sub-branding, consumers are the target for the new products regardless of their degree of innovativeness.

Originality/value

This is the first work to apply situational strength theory to a new product evaluation context. The theory provides a unified framework for explaining the cognitive processes involved when consumers use and combine marketing cues (i.e. branding strategies and fit levels) to evaluate new products; it also facilitates evaluating how the effects of consumer innovativeness are accentuated or attenuated based on various combinations of marketing cues. Most research on the evaluation of new products has examined the influence of consumer innovativeness, perceived fit or branding strategies as distinct entities. This study simultaneously examined the three.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 December 2002

Ian Grime, Adamantios Diamantopoulos and Gareth Smith

Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the…

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11816

Abstract

Extensions as forms of new product development strategy have been discussed to a great extent during the last decade, however, there have been limited reviews of the literature. This article reassesses the work on brand and line extensions and integrates it into a conceptual framework. The latter shows that extension and core brand evaluations are affected by consumer perceptions of fit. Moderating factors that influence the relationship between fit and consumer evaluations of the extension and the core brand are also identified. The framework is subsequently used to develop concrete research propositions to guide further research in the area.

Details

European Journal of Marketing, vol. 36 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 April 2010

Beichen Liang, Joseph Cherian and Wei Fu

This paper seeks to examine whether the follower extensions with superior alignable differences can overcome the pioneer extensions with regard to brands.

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1453

Abstract

Purpose

This paper seeks to examine whether the follower extensions with superior alignable differences can overcome the pioneer extensions with regard to brands.

Design/methodology/approach

Three laboratory experiments were conducted to test hypotheses.

Findings

Findings suggest that the effect of superior alignable differences on consumer evaluations of followers vs pioneers is moderated by two factors – the perceived fit between the parent brand and extensions, and order of market entry. High fit followers with superior alignable differences easily overcome pioneers; however, such alignable differences do not help low fit followers to overcome pioneers. Although the low fit followers with better quality and superior alignable differences can overcome the low fit pioneer, they cannot overcome the high fit pioneer.

Research limitations/implications

The limitation of the study is that it does not explore how low fit followers can overcome high fit pioneers.

Practical implications

Managers can better determine whether and how to introduce brand extensions as a pioneer or follower.

Originality/value

The originality and value lie in first examining whether follower extensions can overcome pioneer extensions.

Details

Journal of Product & Brand Management, vol. 19 no. 2
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 9 May 2016

Nur Ayalp, Kemal Yildirim, Müge Bozdayi and Kubulay Cagatay

The purpose of this paper is to ascertain the effect of age, gender and educational level on customer evaluations of the design characteristics of fitting rooms/dressing…

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1775

Abstract

Purpose

The purpose of this paper is to ascertain the effect of age, gender and educational level on customer evaluations of the design characteristics of fitting rooms/dressing rooms, such as size, levels of illumination, number of hangers, materials and opening types of doors in retail clothing stores. In the light of these results, the study aims to increase the satisfaction of the customers in retail stores.

Design/methodology/approach

These evaluations were analysed according to the demographic characteristics of consumers, such as age, gender and educational level. Since activities in fitting rooms require a certain level of privacy, the features that affected privacy were also considered in this study. The analysis was carried out with research designed for users of fitting rooms in Ankara, Turkey.

Findings

Results indicated that demographic characteristics of the customers affected their evaluation of fitting rooms. The statistically significant results between evaluations of customers and their demographic backgrounds were determined. In these analyses, problems emerged due to usage of fitting rooms. Most of the problems complained about were an insufficient number of hangers, lack of mirrors, lack of sitting units, small-sized rooms and poorly illuminated rooms. Moreover, the results showed that customers preferred a totally closed panel door for privacy.

Originality/value

This paper reveals a significant relationship between design characteristics of fitting rooms and customer evaluations of fitting rooms. The results of the study suggest that retailers and designers may be able to easily make stores more attractive for customers when installing fitting rooms.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 5
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 25 August 2021

Siming Guo and Cynthia L. Istook

The purpose of this study was to explore participants’ fit perceptions of customized garments and investigate the factors that affected the customized fit.

Abstract

Purpose

The purpose of this study was to explore participants’ fit perceptions of customized garments and investigate the factors that affected the customized fit.

Design/methodology/approach

Because different patternmaking methods generate varied fit results, eight customized dresses were developed for four fit models aged 18–25 using two different made-to-measure (MTM) systems (Gerber AccuMark and Telestia Creator). The authors designed a questionnaire to assess the fit of the final garments on each of the four models. A total of 12 participants (four fit models and eight experts) attended a live evaluation meeting and completed the questionnaire. The quantitative and qualitative data of the participants’ fit perceptions were collected and analyzed.

Findings

The authors compared the fit outputs of the two MTM systems and determined the fit issues from the participants’ perceptions. The results showed that the participants evaluated the customized fit mainly according to the ease, seam placement and wrinkle occurrence. The majority of fit models and experts preferred Dress B created using Telestia Creator to Dress A developed using Gerber AccuMark. The participants’ fit perceptions also revealed that many factors, such as the MTM systems, participants’ fit preferences, models’ body characteristics, fabric and ease, impacted the fit results. In addition, the experts perceived more fit issues than the models.

Originality/value

The fit output comparison of the two MTM systems could be valuable for pattern makers to use the systems. The research results would also be useful for apparel companies to conduct a fit evaluation and improve their customization processes.

Details

Research Journal of Textile and Apparel, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1560-6074

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Article
Publication date: 13 November 2009

Isabel Buil, Leslie de Chernatony and Leif E. Hem

The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent…

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13397

Abstract

Purpose

The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity.

Design/methodology/approach

Data were collected in three European countries: Spain, UK, and Norway. A series of analyses of variance (ANOVA) were conducted to test the hypotheses.

Findings

Brand extensions with high fit receive more favourable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity. Results also reveal that parent brand equity dilution is higher when the brand used to launch the extension has high equity. Finally, findings indicate different consumers' responses to extensions and effects on parent brand equity across countries.

Research limitations/implications

Important directions for future research would be to include other countries and carry out a more in‐depth analysis to understand the effect of culture.

Practical implications

Managers should launch extensions with high perceived fit. In addition, greater effort is needed to extend high equity brands, due to their greater dilution. Finally, managers need to understand that consumer evaluations and feedback effects of the same brand extensions can vary due to cultural differences between consumers. Therefore, standardised brand extension strategies should be carefully considered.

Originality/value

The study focuses, not only on consumer evaluations of extensions, but also on the effects of extensions on the parent brand equity. Furthermore, this paper is one of the first to empirically examine and show that consumer evaluations of extensions and feedback effects on parent brand equity differ across countries.

Details

European Journal of Marketing, vol. 43 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 11 July 2017

Siv Skard and Helge Thorbjornsen

Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit

Abstract

Purpose

Previous research suggests that firms should articulate incongruent sponsorships to provide a rationale for the relationship between sponsor and sponsorship object. Fit articulation is a strategy that communicates shared associations between sponsor and object. Based on conclusion explicitness theory, this paper aims to conceptualize and tests two fit articulation strategies in sponsorships: open-ended and closed-ended.

Design/methodology/approach

Research hypotheses were tested in two experiments.

Findings

Only open-ended fit articulation improved brand attitudes. Mediation analyses show that while open-ended articulation influenced brand attitudes through brand image (Study 1 and Study 2) and altruistic motive attributions (Study 2), there was an indirect effect of closed-ended articulation on brand attitudes through global fit perceptions (Study 2).

Practical implications

The results from two experiments suggest that incongruent sponsors should use open-ended conclusions about a shared image dimension. Although explicit arguments may increase global perceptions of fit, they may impede a positive impact on the articulated brand image dimension and generation of altruistic motive attribution. Therefore, sponsorship managers should be careful in terms of using explicit arguments for fit when the sponsorship is incongruent because such arguments may hinder articulation from generating goodwill and a positive brand image.

Originality/value

This is the first paper to develop and test different types of fit articulation strategies in sponsorships.

Details

European Journal of Marketing, vol. 51 no. 7/8
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 14 September 2012

Even Johan Lanseng and Lars Erling Olsen

Previous research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For…

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6237

Abstract

Purpose

Previous research demonstrates the importance of product category fit in evaluating brand alliances. However, many factors determine fit between alliance partners. For example, conclusions from brand extension research suggest that the evaluation is a question not only of product category fit, but also of brand concept consistency. Therefore, this study introduces brand concept consistency in research on brand alliances.

Design/methodology/approach

The paper builds on the categorization and incongruence literature. An experiment was employed to test the two hypotheses in the study.

Findings

The results indicate that both product category fit and brand concept consistency influence consumers' evaluations. However, the results also show that product category fit is important in only functional and mixed‐brand concept‐based alliances. For expressive brand alliances, product category fit is not important in evaluating the alliance.

Practical implications

Managers should take care in finding potential alliance partners who have brands that in some way, either on the product category level or in brand concept, fit well with their company's brands. However, managers of a functional brand should find a partner whose brand has high product category fit, since low‐fit partners presumably will hurt the potential alliance.

Originality/value

The paper demonstrates that brand concept consistency, not only product category fit, is an important variable in consumer evaluations of brand alliances.

Details

European Journal of Marketing, vol. 46 no. 9
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 8 December 2016

Indranarain Ramlall

Abstract

Details

Applied Structural Equation Modelling for Researchers and Practitioners
Type: Book
ISBN: 978-1-78635-882-0

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Article
Publication date: 31 October 2008

Daniel A. Sheinin, Laurette Dubé and Bernd H. Schmitt

The purpose of this research is to examine how consumers form beliefs and evaluate derivatives (e.g. handheld computers) and branded derivatives (e.g. Palm handheld…

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1295

Abstract

Purpose

The purpose of this research is to examine how consumers form beliefs and evaluate derivatives (e.g. handheld computers) and branded derivatives (e.g. Palm handheld computers). The aim is to study how consumers combine two categories (e.g. “handheld products” and “computers”) to form beliefs, how the similarity between the categories influences beliefs, how the addition of a brand changes beliefs, and how the presence of brand associations impacts on evaluations.

Design/methodology/approach

Three laboratory experiments to test hypotheses were conducted.

Findings

Results of the studies show the modifier (e.g. “handheld” in handheld computer) dominates derivative beliefs, but the nature of its dominance changes with category similarity. Brand effects are surprisingly limited in belief formation due to modifier dominance. Brand beliefs only transfer to branded derivatives when the brand fits with the modifier category. The presence of brand associations induces more positive evaluations of branded derivatives when the brand fits with the modifier category and, under certain circumstances, when it fits with the header‐category.

Research implications/limitations

The presence of multiple concepts (e.g. Palm handheld computer) is common in line and brand extensions, yet little research has examined such complex products. Their comprehension can be better predicted by utilizing conceptual combination theory.

Practical implications

Managers can better determine what kinds of line and brand extensions are best suited for their brands.

Originality/value

The originality and value lay in utilizing the conceptual combination approach to more deeply understand which extensions are best suited for which brands. This helps fill a gap in the literature on consumer perception of multiple‐concept extensions.

Details

Journal of Product & Brand Management, vol. 17 no. 7
Type: Research Article
ISSN: 1061-0421

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