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Downward line extension is a valuable growth strategy that enables multiple products and services to meet diverse customer needs. However, downward extended products launched by high-status brands may be challenged by horizontal extended products launched by relatively low-status brands when these two types of products target similar consumers. This study aims to examine the impact of product type (horizontal extended versus downward extended) on consumers’ purchase intentions, the underlying mechanism and the moderating role of power distance belief.

Four scenario-based experiments were conducted to probe the research questions.

Consumers develop lower purchase intentions for downward (versus horizontal) extended products due to the reduction of perceived fit and self-congruity (Study 1). Beyond that, power distance belief moderates the impact of product type on consumers’ purchase intentions, as a low power distance belief reduces the negative effect of downward line extension (Studies 2a, 2b and 2c). Perceived fit and self-congruity mediate the interaction effect between product type and power distance belief on consumers’ purchase intentions (Study 2c).

This study provides marketing practitioners with guidance on implementing the strategy of downward line extension.

This study serves as a preliminary effort to compare consumers’ responses between downward and horizontal extended products, which deepens the understanding of downward line extension. It also contributes to the body of knowledge about line extension and power distance belief by demonstrating the moderating role of power distance belief in a line extension context.

Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective).

Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 applied a 2 (brand associations: promotion, prevention) × 2 (ad appeal: promotion, prevention) between-subjects design. Multivariate analyses and follow-up means comparisons were used to analyse data.

Study 1 found that an abstract ad appeal is more effective for promoting low-fit brand extension because it improves the perception of fit. Study 2 showed promotion vs prevention ad appeals lead to better evaluation of low-fit brand extensions when matched with parent brand associations (promotion vs prevention) in terms of construal level. This matching effect is underpinned by processing fluency.

Ad appeals can influence low-fit brand extension evaluation by influencing the perception of fit (cognitive process) or processing fluency (affective process). Future research could consider different ad appeals and other construal related factors to generalise these findings.

Marketers can design different ad appeals to effectively advertise low-fit brand extensions. These findings can guide managers in the development of effective advertising strategies.

This research offers a new perspective on how ad appeals can enhance low-fit brand extension evaluation.

This study aims to understand how consumers evaluate downscale vertical line extensions of a prestige/luxury original equipment manufacturer (OEM) in the European automotive market. The authors investigate the moderator effects of innovativeness and the need-for-status traits on the relationships between consumers' extension perceived fit (EPF), extension attitude (EA) and extension perceived value (EPV).

Experimental design with quantitative analyses based on a sample of 419 participants. Participants were randomly assigned to two treatments: low-fit and high-fit extension simulations.

The purchase intention of the downscale vertical extension of a luxury OEM brand is directly influenced by EPV and indirectly influenced by consumer EA and EPF with the parent brand. Findings also suggest that parent brand equity is transferable to extensions that present closeness and consistency with the brand’s heritage. Moreover, the need for status strengthens the relationship between the EPF and the extension perceived social value (EPSV).

The authors developed a realistic simulation of a downscale model of a well-known prestige/luxury car brand. The authors test the influence of innovativeness and need-for-status personal traits on consumer extension acceptance.

This study aims to investigate the determinants of the food security status of participants and non-participants of livestock extension services living under similar socioeconomic conditions as livestock farming households in the Feed the Future zone of Bangladesh.

Cross-sectional data of 906 farm-households extracted from a total of 2064 from the Feed the Future representative Bangladesh Integrated Households Survey 2018 were used. A triple hurdle model combined with a structural equation model were used to analyze the data. The causal relationship between food security status, livestock extension services, technology adoption and women's empowerment was investigated by estimating structural equation modeling with second-order latent factors.

The results indicate that livestock extension services have increased livestock technology adoption and have a positively significant (p < 0.01) relationship with household wealth, food security, welfare and women's empowerment.

The results suggest that livestock extension services have an impact on new technology adoption and enhancing women's empowerment; thus, the services should be widely made available in the region.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-11-2021-0647.

Several high street retail banks are extending their brands into digital banking through fully digital, app-only neobanks, which have been described as traditionally-driven neobanks (TDNBs). These TDNBs are considered a form of brand extension, representing the increased complexity of branding banks and financial institutions. This study explicitly addresses the branding strategies employed by TDNBs.

This study has adopted a case study research design, using a multi-stage data collection strategy. Initially, interviews were conducted with bank managers, followed by interviews with customers. Later, user-generated content was extracted through verified reviews from the app store. Subsequently, these three strands of data were thematically analysed and triangulated, in order to gain a holistic understanding of the branding strategies used by TDNBs.

Three key themes emerged regarding the branding strategies of the TDNBs: aligning with the parent brand, reinforcing the digital experience, and enhancing the brand image.

This study contributed to the growing body of research on marketing, branding, and digital transformation of bank services. As more traditional banks are exploring opportunities to pivot and explore other fintech options, this study offers significant insights that will help in managing brand experience and promotion across customer journeys in the banking sector.

This study contributes to the growing body of research on marketing, branding, and digital transformation of bank services. Even as more traditional banks explore opportunities to pivot as well as other fintech options, this study offers significant insights to help manage brand experience and promotion across customer journeys in the banking sector.

While previous studies on banking and financial services have concentrated on traditional retail and high street banks, there is a need for a greater understanding of the brand positioning of digital banks, especially those created by traditional banks.

This study explores the influence of heritage brand extension on consumer purchase intention and analyses the effects of pop culture involvement. The extension of heritage brands is becoming increasingly difficult because such an extension needs to be consistent with the unique characteristics of brands and resonate with consumers. However, few scholars discuss the influence of consumers' level of pop culture involvement on brand extension and purchasing behaviour.

Taking time-honoured brands as an example, this study established a conceptual model based on a comprehensive review of the literature, and then tested the model using a sample of 255 respondents who were familiar with one of the selected Chinese time-honoured brands. Structural equation modelling was used to analyse the relationships amongst brand extension fit, pop culture involvement, perceived value and purchase intention.

Time-honoured brand extension fit has a positive impact on consumer purchase intention, and this path is significantly influenced by the mediation mechanisms of perceived value. Situational pop culture involvement can significantly strengthen the relationship between time-honoured brand extension fit and perceived value, whereas enduring pop culture involvement does not.

The results clarify and expand on the different roles of cultural involvement in time-honoured brands and broaden research on the influence of cultural involvement in this regard. This study has significant theoretical value for the inheritance and revival of heritage brands and provides a reference for the practice of time-honoured brands.

This paper aims to investigate how home-based telework (HBT) affects job stress. The authors argue that an intrinsic effect of telework like work extension mediates this relationship. Work extension is reflected in two employee behaviours: working in free time and presentism.

The proposed model has been estimated using the Preacher and Hayes bootstrap method for multiple mediation analysis, with 1,000 repetitions. The data used come from the sixth European Working Conditions Survey.

The analysis indicates that HBT does not pose an inherent risk for job stress but causes a change in the employees' behaviour, increasing working in free time and presenteeism and thus job stress. The mediation model indicates that once these behaviours are controlled, the effect of HBT is to reduce stress.

The authors argue that companies should focus on human resource practices to control workers' behaviours that have a detrimental effect on job stress while institutions should regulate HBT.

The analysis deepens the unclear relationship between HBT and job stress by introducing employees' behaviours concerning work extension into the equation.

Delays in utility shifting during road construction have broad ramifications. These delays not only lengthen the project's timeline but also raise expenses and cause problems with resource allocation. Thus, this study investigates the influence of delay in utility shifting for extension of time claims in road construction projects (RCPs) in Sri Lanka.

The study used a quantitative approach with three rounds of Delphi surveys to gather empirical data. Further, the probability impact assessment was used to carefully analyse the data and appraise the information gathered.

The findings initially revealed 33 causes of delays in utility shifting for extension of time claims in RCPs in Sri Lanka. Ultimately, 11 severe causes were identified based on their high probability and impact, concluding with 45 strategies that were assigned to overcoming those most severe causes of delay.

This study will contribute to the industry and theory by providing solutions to handle utility-shifting delays with the linkage of preventing time extension claims for RCPs in Sri Lanka. Further, there is a dearth of literature in the research area, both locally and globally. Thus, the findings of this research will provide a benchmark for further detailed studies in other countries as well.

The objective of this paper is to examine the effect of spending one extra year in high school on early marriage and childbirth.

The study takes advantage of the education reform in 2007 that extended the years of high school education by one to conduct a quasi experiment. The marriage and fertility outcomes of women who completed a four-year senior high school education are compared to those who completed a three-year senior high school education.

The findings from the study indicate that the one-year extension in high school education led to a 4.75 percentage point reduction in the probability of ever marrying by age 27 and a 6.7 percentage point reduction in the probability of ever given birth. The authors demonstrate that the extension of the duration of high school education by one year has a heterogeneous effect, as it reduced the fertility and marriage outcomes of rural girls more than urban girls. The study reveals opportunity costs and confinement effects as possible mechanisms through which the policy affected early marriage and birth.

This study is one of the few studies that examine the impact of the duration of secondary school education on fertility and marriage. For Africa in particular, there is no such study. Thus, this study provides a unique contribution to the literature since available studies on this subject matter can only be found in advanced economies. Unlike other studies in Africa that use a design that provides the combined effect of duration of schooling and school enrolment on fertility and marriage, this design enables the authors to only look at the effect of duration of schooling on fertility and marriage.

The peer review history for this article is available at: https://publons.com/publon/10.1108/IJSE-04-2023-0323

Sodium alginate (Na-Alg) is a natural polysaccharide with a rich and renewable production that is widely used in the food, pharmaceutical and daily necessities industries, among other fields. The purpose of this study is to obtain a green and degradable shape memory material, calcium alginate (Ca-Alg) film was prepared and the mechanical properties, the shape memory effect of the film were investigated and confirmed.

The Ca-Alg films were prepared by Na-Alg, calcium chloride (CaCl₂) solution, and flow extension method. Dissolve sodium alginate powder, remove bubbles, pour into petri dish, dry at 60°C, add calcium chloride solution cross-linking and finally dry naturally. The effect of CaCl₂ solution concentration on the mechanical properties of the films were investigated and discussed by universal tensile tester. The shape memory behavior and degradation performance of thin films were verified and studied by the fold-deploy shape memory test and soil embedding method, respectively.

The Ca-Alg films exhibited good mechanical and shape memory properties, with a 72.2% shape memory fixity ratio and a 92.3% shape memory recovery ratio, respectively. For a period of 120 days, the film treated with a 6 wt% CaCl₂ solution degraded at a rate of approximately 53%.

Shape memory polymers (SMPs) as intelligent materials are an important research direction for the development of modern high-tech materials. On the other hand, plastic pollution is a major problem today; as a result, preparing green degradable SMPs is essential.

This study synthesized transparent and degradable shape memory Ca-Alg films using Na-Alg and CaCl₂ solution and the flow extension method.