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Understanding how consumers form beliefs and attitudes about brand extensions is important. However, this process may be complex in brand extensions because beliefs can stem from both the parent brand and the extension’s category. In two studies, we examine how positioning may impact brand extension beliefs and attitudes by altering its fit with the parent brand and category. We find position fit alters brand extension beliefs and attitudes, but its effects are moderated by the perceived fit between the extending brand and category. We discuss the results, theoretical and managerial implications, and avenues for future

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.

The paper seeks to conduct an exploratory study into how positive and negative brand belief levels differ before, and change after, consumers defect from a brand or take up a new brand.

Two longitudinal studies in banking and insurance were used. These included repeat interviews with the same consumers. Brand buying behaviour and positive and negative brand beliefs were measured and then compared across those who defected from a brand and those who took up a new brand.

Prior to defection, differences in both positive and negative perceptions were apparent in those who subsequently defected. There was also evidence of a readjustment after defection to match the new user status. There was evidence that this readjustment did not just occur in the behaviour change period, but continued to occur afterwards, with differences over time much greater for the longer time frame interview than evident for the shorter time frame. Negative beliefs were more discriminating when the defection was customer‐initiated rather than during a renewal process. New brand users displayed a higher propensity to give positive beliefs prior to taking up the brand compared to non‐users who did not take up the brand. These changes further continued post‐switching as new users adjusted to their new status.

This research contributes to the understanding of the brand belief‐behaviour relationship using two very different longitudinal studies. It also investigates negative brand beliefs, which are rarely researched, and compares the effects of negative beliefs with that of positive beliefs.

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.

Three laboratory experiments to test hypotheses were conducted.

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.

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.

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

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.

The purpose of this study is to examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions, i.e. the intention to purchase and the intention to provide personal information online.

The study uses an online 2×2×2 between‐subjects factorial experiment design with two vendor trust beliefs levels (high/low), two brand trust beliefs levels (high/low), and two product trust beliefs levels (high/low). Multivariate analysis of covariance, linear regression, and the SOBEL test were used to analyze the hypotheses.

The results suggest that brand trust beliefs affect online intentions, and may be needed to increase online sales. The influence of vendor trust beliefs on online intentions varies with brand trust, beliefs for products and for services is augmented by brand trust beliefs.

The limitations are those typically applied to experimental methodology. Intentions were used as surrogate for behavior, and a fictitious e‐tailer selling two products with fictitious brands was used.

E‐tailers are encouraged to carry reputable brands and prominently display information about these brands on their web sites. This will improve consumers' trust beliefs, increasing conversion rates, and reducing shopping cart abandonments.

The influence of trust beliefs on online behavior, notwithstanding its importance, remains under‐researched. The paper addresses this gap in the literature. Specifically, it addresses the effects of the simultaneous influence of vendor, brand, and product trust beliefs on shoppers' online intentions. And it decomposes online intentions into its components, i.e. intentions to provide personal information and intentions to purchase, to understand these simultaneous effects not addressed before. The results contribute to the growing literature on trust and consumer online behavior.

Empirically examines important general beliefs consumers have about products and marketing. Shows results from a survey of 458 consumers about the degree of consumer endorsement for 20 key market beliefs. Discusses these results in terms of implications for managers.

The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos.

When consumers encounter a brand logo without actually experiencing the company's offerings, superstition may be deployed to fill the void of the unknown to evaluate the brand logo and judge the benefits from the offerings represented by the brand. Multiple regression analysis was used to investigate the relationship between consumers' brand logo sensitivity and a number of antecedental superstition beliefs.

The results indicate that consumers' belief in fate has a negative effect on brand logo sensitivity, and consumers' belief in fortune‐tellers, belief in magic and fictional figures, belief in lucky charms, and belief in superstitious rituals have positive effects on brand logo sensitivity, respectively.

From a consumer perspective, the authors' findings reveal that the more positive attitude consumers have towards a company's visual identity system, the more favorable brand image consumers have toward the company and its offerings.

Marketers should study and understand consumer superstition when attempting to build consumer‐friendly, culturally‐robust, and trouble‐free brands in the marketplace. Managerial implications and corporate branding strategies are suggested to avoid branding pitfalls and maximize brand equity in the consumer market.

The study offers a non‐traditional approach to explaining consumer‐based brand image and brand equity.

In response to the growing significance of diversity advertising, this study aims to investigate its impact on audience connectedness. This is an emerging metric crucial for gauging diversity advertising success. The study explores two paths via self-identification and belief congruence to understand how diversity advertisements resonate with individuals.

A quantitative study using partial least squares with survey data from 505 respondents was conducted.

Self-identification and belief congruence mediate the relationship between perceived diversity and audience connectedness. Belief congruence exhibits a stronger influence. Further, brand engagement reduces the relationship between belief congruence and connectedness. However, it strengthens the relationship between self-identity and connectedness.

Future research should address why belief congruence holds more significance than self-identification. Additionally, research must explore the societal effects of diversity advertising, including strategies to engage those who feel disconnected.

The study underscores the positive social effects of diversity advertising for both marginalized and nonmarginalized audiences. It urges marketers to pursue audience connectedness. Strategies for achieving this include reflecting their target audience’s beliefs, perhaps highlighting real and lived experiences. Marketers should also consider self-identification through visual cues and customized messaging.

The study applies self-referencing theory to unravel the relationship between diversity advertising and audience connectedness. It reinforces the role of self-identification and expands the knowledge by demonstrating how connectedness can emerge through belief congruence. Additionally, the authors explore the subtle influence of brand engagement, a critical brand-related factor that shapes individuals’ responses to diversity advertising.

Cross-cultural influences are important considerations in the international marketing of luxury brands. These influences have predominantly been understood through cross-national approaches and the lens of glocalisation. The purpose of this paper is to study augments these paradigms by advancing the view of luxury brand markets as confluences of multiple cultural beliefs.

A hermeneutic analysis of 24 in-depth interviews was conducted with luxury brand consumers in New Zealand.

The findings describe two cultural beliefs that convey divergent meanings and shape luxury brand consumption styles in a multicultural marketplace. More specifically, the authors illustrate that consumers can be influenced by and shift between both local and foreign cultural beliefs in a single national market.

The study offers a situated account of the New Zealand luxury market. Other cultural beliefs may be in operation in different national markets.

This paper makes three contributions to the international marketing of and cross-cultural considerations for luxury brands. First, the authors illustrate that cultural diversity must be considered not only at the cross-national level, but also at the intra-national level. In particular, the authors show that the global-local dichotomy in cross-cultural luxury branding needs to be augmented with the local-foreign dimension. Second, this is the first study in this area to empirically demonstrate the impact of multicultural marketplaces on luxury brands, where consumers emerge as contextual cultural shifters. Third, the authors advocate a shift from the prevailing glocal approach to a new multicultural approach in luxury branding.

This chapter aims to identify integrated marketing communication (IMC) in the context of business to business to consumer (B2B2C) and empirically test a number of hypotheses related to the selected constructs. A model of the IMC was tested in a survey conducted among stakeholders in the selected field. Professionals responsible for communication and branding activities need to evaluate the relative contributions of the IMC in the B2B2C perspective.