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An Empirical Study Of The Effects Of Consumer Knowledge On Fit Perception In Brand Extension Success
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Book Synopsis An Empirical Study of the Effects of Consumer Knowledge on Fit Perception in Brand Extension Success by : Soumi Paul
Download or read book An Empirical Study of the Effects of Consumer Knowledge on Fit Perception in Brand Extension Success written by Soumi Paul and published by . This book was released on 2013 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The paper examines the impact of consumer knowledge on consumer fit perception at brand category and image level that may enhance brand extension success. The findings revealed that in evaluating brand extensions, consumers not only use both the knowledge about the brand as well as category-level similarity between the extension and the products already associated with the brand, but also the image uniformity between the brand and the extension. Very favorable reactions occur when brand extensions are made with high brand concept consistency and high product feature similarity for both category-oriented and image-oriented brand names. The results also validate the mediating effects of consumer knowledge on fit perception at brand category level and brand image level. Marketers need to be aware of whether the parent brand is mainly known for its brand category or image across its all product areas. An extension of an image-oriented brand should be promoted and positioned with more brand-related knowledge whereas the promotion of a category-related brand extension may include more category-related knowledge. This particular study is expected to contribute to the brand extension literature by studying this particular aspect and help marketers in promotional and marketing differentiation in case of positioning an extension.
Book Synopsis Consumer Perception of Internal Brand Extension by : Victoria Homeier
Download or read book Consumer Perception of Internal Brand Extension written by Victoria Homeier and published by GRIN Verlag. This book was released on 2018-01-08 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, FH Vienna, language: English, abstract: In order for brands to satisfy the changing needs of consumers and to gain competitive advantage the number of brand extensions carried through is increasing constantly. This literature based work aims to identify influential factors for consumer acceptance of brand extensions and will have a closer look at the role of brand knowledge in this process. The focus will be on the evaluation of importance of the perceived fit and on determining how this factor can be used by marketers. The first part of this work gives an insight into brands and brand management, as branding is the base for brand extensions. Then it concentrates on brand extension from a marketing point of view in order to create a common understanding for this strategy. Furthermore it gives details about the consumer-decision making process in order to allow the reader to understand how brands are perceived by consumers. The second part then talks about the consumer evaluation of brand extensions, by giving details about influential factors on this process and how this can be monitored by marketers. It then goes into detail about the perceived fit as influential factor. Finally the findings are discussed with regard to the research requests and conclusions are drawn.
Book Synopsis Effective Fashion Brand Extensions by : Michelle L. Childs
Download or read book Effective Fashion Brand Extensions written by Michelle L. Childs and published by . This book was released on 2014 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: "For apparel brands, vertical-downward brand extensions are one of the most highly utilized growth strategies. By introducing a lower-cost and quality brand underneath the parent brand, apparel companies can increase sales by reaching mass-market consumers who are more price-conscious. However, the long-term success of the parent brand may be uncertain because a downward extended brand may result in dilution to the parent brand. To avoid brand dilution and create immediate sales at the same time, apparel brands have started to collaborate with a retailer providing a limited edition (i.e., limiting quantity and time) such as when Missoni collaborated with Target. Despite the growing trend, very limited academic studies are directed to understand the effectiveness of these brand extension strategies. In addition, while the notion of perceived fit is known to be critical to the success of a brand extension, perceived fit has been limitedly understood and perceived fit between brand and retailer, and perceived fit between brand and price have not been examined./DISS_para To address the research gaps, this study consisted of four experimental studies guided by commodity theory, categorization theory, cognitive dissonance theory, and Weber's Law of Just Noticeable Difference. In specific, this study manipulated and tested the effect of brand extension strategy (limited edition/ongoing) (Study 1), perceived fit between brand and retailer (Study 2), extension strategy and perceived fit between brand and retailer (Study 3), and perceived fit between brand and price (Study 4) on urgency to buy and brand dilution. This research also explored the role that consumers' brand consciousness level played in the relationships in Study 2 and Study 4. Across the four studies, a total of 674 college students participated in an online experimental study. Respondents were exposed to a video stimulus that included the manipulated variables and answered questions that were pertinent to each study. High and low brands (Ralph Lauren and Lee, respectively) and retailers (Nordstrom and Target, respectively) were chosen via a pre-test and manipulated for the evaluation of perceived fit. Results showed that urgency to buy was higher when consumers were exposed to a limited edition brand extension (Study 1), perceived high-fit between brand and retailer (Study 2), perceived high-fit between brand and retailer and the brand offered a limited edition (Study 3), and perceived high-fit between brand and price (Study 4). Brand dilution occurred when the brand offered an ongoing brand extension (Study 1) and when consumers perceived low-fit between brand and price (Study 4). However, brand image concentration (i.e., improvement) occurred when a brand collaborated with a retailer, regardless of perceived fit (Study 2), consumers' brand consciousness level (Study 2), or brand extension strategy (Study 3). DISS_paraThese findings suggest that apparel brand managers should offer their brand extensions as limited edition, collaborate with a retailer, or offer their brand extension price no greater than 20% lower than the parent brand in order to increase urgency to buy and keep or even improve the brand image. Theoretically, this study expanded the notion of fit in brand extensions to include brand and retailer fit and brand and price fit. This research was also one of the earliest studies to investigate the effects of extension strategy (limited edition/ongoing) in apparel brand extension studies. Last, but not the least academic contribution includes examining the manipulating effects for two dependent variables (urgency to buy and brand dilution), which has not been examined previously."--Abstract from author supplied metadata.
Book Synopsis Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity by : Dilip Doraiswamy
Download or read book Assessing the Impact of Brand Extensions on Brand Concept and Brand Equity written by Dilip Doraiswamy and published by . This book was released on 2011 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Over the past two decades, the retail landscape has experienced remarkable changes due to macro- and micro-environmental forces. Many industries, including textile and apparel businesses have shut down their facilities and some have modified their strategic plan to withstand the global economic recession. One of the important marketing strategies utilized by major retailers to sustain in this economy is brand extension. While several studies have examined the effect of brand extension on brand equity, very few have investigated the parent core brand concept once the brand extension has been introduced. Considering both the paucity of research and potential financial maximization to be gained from such efforts, the overall purpose of the study is to enrich our understanding of the impact of brand extensions on the parent core brand concept and brand equity in the context of apparel. Specifically, the current study also seeks to examine whether consumers' perceived fit moderates the effects of different types of brand extensions and consumers' evaluations of the parent core brand concept and brand equity after the extension. Data were collected from a convenience sample of undergraduate students between the ages of 18 to 26. The final sample consisted of 240 college students. Of these, approximately 91% were female, approximately 65% were Caucasians, and the average age category was 18 to 23 years old. Different statistical analysis techniques (e.g., multiple regression, paired sample t-test, one-way analysis of variance) were employed to test all hypotheses. Results revealed that there are positive relationships among consumers' initial evaluations of the parent brand equity, their attitudes toward the extensions, and their post extension evaluations of the parent core brand concept and brand equity. Results further showed that brand extension strategies (horizontal vs. vertical) have an impact on consumers' post extension evaluations of the parent core brand concept and brand equity. The study's findings also advance the brand literature in that consumers' perceived fit moderates the relationship between brand extension strategy (regardless of the types of extension) and consumer' post extension evaluations of the parent core brand concept and brand equity. Implications are provided. Limitations and future research directions are also discussed."--Abstract from author supplied metadata.
Book Synopsis An Analysis of Brand Fit and Brand Extensions - A Study Involving a Sport Brand by : Martin Volcko
Download or read book An Analysis of Brand Fit and Brand Extensions - A Study Involving a Sport Brand written by Martin Volcko and published by . This book was released on 2017 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This Masters thesis presents a research addressing brand fit between a sport brand as a parent brand and a brand extension in a different product category as a driver for success of the brand extension. Literature review and mainly primary research were used by the author to answer the research question and secondary objectives. To analyze quantitative data, deductive approach has been used. This research uses a cross-sectional time horizon. Analysis as a part of primary research considers an impact of perceived brand fit on perceived brand extensions success. The empirical research provides significant findings on brand fit impact on respondents evaluations of potential success on the market of respective hypothetical brand extensions. Analysis revealed an additional significant finding on respondents purchase preferences of all hypothetical given brand extensions. Significance of these research findings is limited due to convenience sampling used, data collected using online format only, type of media used to approach respondents, and only four hypothetical brand extensions used.*****This Masters thesis presents a research addressing brand fit between a sport brand as a parent brand and a brand extension in a different product category as a driver for success of the brand extension. Literature review and mainly primary research were used by the author to answer the research question and secondary objectives. To analyze quantitative data, deductive approach has been used. This research uses a cross-sectional time horizon. Analysis as a part of primary research considers an impact of perceived brand fit on perceived brand extensions success. The empirical research provides significant findings on brand fit impact on respondents evaluations of potential success on the market of respective hypothetical brand extensions. Analysis revealed an additional significant finding on respondents purchase preferences of all hypothetical given brand extensions. Significance of these research findings is limited due to convenience sampling used, data collected using online format only, type of media used to approach respondents, and only four hypothetical brand extensions used.
Book Synopsis Emotions as key drivers of consumer behaviors: A multidisciplinary perspective by : Debora Bettiga
Download or read book Emotions as key drivers of consumer behaviors: A multidisciplinary perspective written by Debora Bettiga and published by Frontiers Media SA. This book was released on 2023-04-04 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis Handbook of Marketing by : Barton A Weitz
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.
Book Synopsis Advances in National Brand and Private Label Marketing by : Francisco J. Martínez-López
Download or read book Advances in National Brand and Private Label Marketing written by Francisco J. Martínez-López and published by Springer. This book was released on 2016-06-16 with total page 159 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents the latest research on national brand and private label marketing, in the form of original, rigorous and relevant contributions from the 2016 National Brands and Private Label Marketing conference in Barcelona. It covers retailing-related topics, such as brand naming and packaging decisions, price elasticity, positioning, branding, consumer behavior, economic crisis, strategies in growth, and mature private labels.
Author :Management Association, Information Resources Publisher :IGI Global ISBN 13 :1522551883 Total Pages :1755 pages Book Rating :4.5/5 (225 download)
Book Synopsis Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications by : Management Association, Information Resources
Download or read book Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications written by Management Association, Information Resources and published by IGI Global. This book was released on 2018-01-05 with total page 1755 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Book Synopsis Generation Y's Perceptions of Sustainable Brand Extensions of Fast Fashion Retailers by : Jessica Taylor Hill
Download or read book Generation Y's Perceptions of Sustainable Brand Extensions of Fast Fashion Retailers written by Jessica Taylor Hill and published by . This book was released on 2011 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fast fashion retailers bring apparel products to market much more quickly than in traditional apparel retailing. Fast fashion retailers are able to respond quickly to both fashion trends and consumer demand. Yet the emphasis on speed has quickened the consumption of fast fashion apparel products, which are produced with low quality and thus have short product lifespans. Critics of fast fashion cite these negatives, combined with chemicals, water and energy used in production, among other issues, as detrimental to the environment. However, some fast fashion retailers have implemented sustainable options into their product offerings. This study analyzes consumers' perceptions of a sustainable brand extension introduced by a fast fashion retailer. The research is divided into two studies. First, an exploratory study was conducted to assess consumer knowledge of sustainability and fast fashion and to uncover potential factors for the model of the second study. Findings show a low level of knowledge of the holistic principle of sustainability and specific adverse effects of the apparel industry and of the concept of fast fashion. Despite some skepticism, participants feel steps must be taken towards sustainability and that every effort helps. The second part of the research tested consumer perceptions of a potential sustainable line extension introduced by a specific fast fashion retailer. Following brand extension theory, study two tests the influence of brand knowledge and affect on both the perceptions of brand-cause fit and brand-extension fit and the influence of cause knowledge and involvement on the perceptions of fit between brand and cause. The influence of brand-extension fit and brand-cause fit on attitude toward the extension was also analyzed. An online self-administrated survey using the written scenario approach resulted in 598 responses. Findings show the influence of brand knowledge and affect on brand-extension fit and brand-cause fit and cause knowledge and involvement on cause-brand fit. Implications for retailers include leveraging consumers' past knowledge and affect of the brand through marketing of the sustainable product. Overall the study shows that consumers do view sustainable products as fitting with fast fashion retailers, based on their previous knowledge and affect of the brand and cause.
Book Synopsis Brand Extension and Cognitive Style and Their Impact on the Consumers' Evaluations by : Jana Defontis
Download or read book Brand Extension and Cognitive Style and Their Impact on the Consumers' Evaluations written by Jana Defontis and published by . This book was released on 2020-07-21 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Kaiserslautern, language: English, abstract: The purpose of this seminar work is to give an overview of existent research findings on brand extension and cognitive style and to examine what impact style of thinking has on consumers evaluations of brand extensions. Brand extension constitutes a common marketing strategy for entering into new segments and leveraging brand equity by expanding a brand, both, within and beyond the parent brand's product category. This strategy is often employed by management for leveraging existing brand beliefs and the overall image of the parent brand towards the newly launched product and thereby it is saving expenses with respect to measures for market launch considering advertising or price promotions, for example. Considerable effort in research has been conducted in exploring and understanding the success factors of brand extensions, with brand extension fit being identified as one of the main drives for an extension to succeed. In this context, a high brand elasticity is likely to result in more favorable evaluations for brand extensions in distant product categories. However, these findings cannot be generalized. Instead, it was found that the brand concept of the parent brand can significantly influence the elasticity and thus also the evaluation of the brand extension . In this respect, a distinction is generally made between two different brand concepts, namely prestige and functional.
Book Synopsis Customer Equity Management by : Roland T. Rust
Download or read book Customer Equity Management written by Roland T. Rust and published by Prentice Hall. This book was released on 2005 with total page 552 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book includes a practical framework with applied cases, and award-winning research.
Book Synopsis The Impact of Consumer Expertise on Perceived Fit, Attitudes and Pruchase Intensions in Brand Extensions by : Abhishek Dwivedi
Download or read book The Impact of Consumer Expertise on Perceived Fit, Attitudes and Pruchase Intensions in Brand Extensions written by Abhishek Dwivedi and published by . This book was released on 2005 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Branding of Tourist Destinations by : Mark Anthony Camilleri
Download or read book The Branding of Tourist Destinations written by Mark Anthony Camilleri and published by Emerald Group Publishing. This book was released on 2018-12-04 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-depth understanding of different tourism products, marketing strategies and destination branding tactics, as well as useful insights into sustainable and responsible tourism practices.
Book Synopsis Advertising Effects on Consumer Processing of Brand Extensions by : Jungsuk Kang
Download or read book Advertising Effects on Consumer Processing of Brand Extensions written by Jungsuk Kang and published by . This book was released on 2013 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Book Synopsis The Effect of Collaboration Between Brands and Retailers on Fashion Brand Extensions by : Hyo Jin Eom
Download or read book The Effect of Collaboration Between Brands and Retailers on Fashion Brand Extensions written by Hyo Jin Eom and published by . This book was released on 2017 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand extensions as a vehicle for growth have facilitated fashion brands' penetration of new markets with lower marketing expenditures. Although brand and retailer collaboration is important in introducing newly extended brand products in the markets, the effect of their collaboration on consumers' evaluations of brand extensions has not yet being investigated. To bridge this gap in brand extension literature, this study aimed to provide a better understanding of brand and retailer collaborations based on the means-end theoretical perspective. Thus, this study investigated how consumers evaluate brand extensions when a brand collaborates with a retailer, and how their evaluations influence consumers' perceived value of the brand and retailer collaborations. Two types of brand and retailer collaboration cases were investigated with a total of 429 samples, and the hypothesized model was tested using the structural equation modeling (SEM) approach. Consistent with prior brand extension research, the findings of this study imply that perceived fit between brand and retailer has a significant impact on consumers' attitudes and evaluations of brand extensions. However, slightly different from previous studies, the results also indicate that the perceived fit between brand and retailer may have different impacts on brands and retailers. Specifically, the results indicate that the perceived image fit influences attitudinal change toward the brand but not attitudinal change toward the retailer in both vertical-downward and vertical-upward extensions. Moreover, these attitudinal changes toward the brand and the retailer have significant relationships with vertical brand extensions when the retailers collaborate with the brands. Additionally, the results suggest that brand extension evaluations significantly influence consumers' perceived value when they consider purchasing extended brand products sold by the retailer. These findings of this study contribute to the mean-end theory by extending the means-end model with cognitive and affective consequences and by providing empirical evidence supporting the model in the investigation of the effect of brand and retailer collaboration on consumers' evaluations of brand extensions.
Book Synopsis Building Models for Marketing Decisions by : Peter S.H. Leeflang
Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
