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The Impact Of Consumer Expertise On Perceived Fit Attitudes And Pruchase Intensions In Brand Extensions
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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 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 Publishing. This book was released on 2018-01-15 with total page 40 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 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 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:
Download or read book Brand Admiration written by C. Whan Park and published by John Wiley & Sons. This book was released on 2016-09-16 with total page 292 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach.
Book Synopsis The Impact of Brand Extension Success Drivers on Brand Extension Price Premiums by : Henrik Sattler
Download or read book The Impact of Brand Extension Success Drivers on Brand Extension Price Premiums written by Henrik Sattler and published by . This book was released on 2015 with total page 10 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research into brand extensions has mainly focused on consumers' extension evaluations without considering an important financial implication: the ability of the extension product to charge a price premium. This study analyzes (1) the extent to which consumers are willing to pay a price premium for the extension product and (2) the impact of potential success drivers on consumers' attitudes toward the extension and the extension price premium. The results show, for example, that perceived advertising support positively influences consumers' attitudes toward the extension, but it does not directly affect the magnitude of the brand extension price premium. Furthermore, this study reveals monetary effects associated with these success drivers (i.e., parent brand quality, perceived fit, marketing support for the brand extension, and consumer experience with the extension category), which offer important information regarding how to allocate resources to various success drivers. For example, brand investments that increase perceptions of parent brand quality by one unit (seven-point scale) tend to enhance the brand extension price premium of typical fast moving consumer goods (average price of €2.04 in the study sample) by €2.08, all else being equal.
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 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.
Book Synopsis Building Brand Authenticity by : M. Beverland
Download or read book Building Brand Authenticity written by M. Beverland and published by Springer. This book was released on 2009-10-22 with total page 276 pages. Available in PDF, EPUB and Kindle. Book excerpt: The projection of authenticity is one of the key pillars of marketing. Research reveals that consumers seek authenticity through the brands they choose. Based on extensive research with consumers and brand managers this book offers seven guiding principles for building brand authenticity.
Download or read book ITJEMAST 11(1) 2020 written by and published by International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies. This book was released on with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: International Transaction Journal of Engineering, Management, & Applied Sciences & Technologies publishes a wide spectrum of research and technical articles as well as reviews, experiments, experiences, modelings, simulations, designs, and innovations from engineering, sciences, life sciences, and related disciplines as well as interdisciplinary/cross-disciplinary/multidisciplinary subjects. Original work is required. Article submitted must not be under consideration of other publishers for publications.
Download or read book Perceived Quality written by Jacob Jacoby and published by Lexington Books. This book was released on 1985 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Download or read book Brand Attachment written by C. Whan Park and published by Now Publishers Inc. This book was released on 2008 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.
Download or read book Adult Attachment written by Judith Feeney and published by SAGE. This book was released on 1996-06-24 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book draws together the diverse strands of attachment theory into a coherent contemporary account. It examines the links between attachment and other central life tasks such as work, and the issues of conceptualisation and measurement.
Book Synopsis Superior Customer Value by : Art Weinstein
Download or read book Superior Customer Value written by Art Weinstein and published by Routledge. This book was released on 2018-12-07 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: Superior Customer Value is a state-of-the-art guide to designing, implementing and evaluating a customer value strategy in service, technology and information-based organizations. A customer-centric culture provides focus and direction for an organization, driving and enhancing market performance. By benchmarking the best companies in the world, Weinstein shows students and marketers what it really means to create exceptional value for customers in the Now Economy. Learn how to transform companies by competing via the 5-S framework – speed, service, selection, solutions and sociability. Other valuable tools such as the Customer Value Funnel, Service-Quality-Image-Price (SQIP) framework, SERVQUAL, and the Customer Value/Retention Model frame the reader’s thinking on how to improve marketing operations to create customer-centered organizations. This edition features a stronger emphasis on marketing thinking, planning and strategy, as well as new material on the Now Economy, millennials, customer obsession, business models, segmentation and personalized marketing, customer experience management and customer journey mapping, value pricing, customer engagement, relationship marketing and technology, marketing metrics and customer loyalty and retention. Built on a solid research basis, this practical and action-oriented book will give students and managers an edge in improving their marketing operations to create superior customer experiences.
Download or read book Brand Extension Evaluation written by and published by . This book was released on 2015 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Background: Previous studies on brand extension evaluation mostly used university students as research sample which led to some arguments on the accuracy of research result. Although some researches proved that the use of students as sample will not lead to research bias, they could not explain why still 1/3 of tested variables showed significant differences in their experiments. Purpose: Considering that consumers experience would influence their perception of similarity between parent brand and extended brands in the attitude transfer model, in which consumers evaluate brand extension, the study aims at examining whether the direct experience of research samples in parent brand will affect their attitude transfer from parent brand to extended products or not. Methodology: The study used a quantitative survey. Questionnaire was designed based on 4 pretests and translated into 4 languages. Data was collected through both online and offline means. PLS-SEM was applied to test the strengths of relationships between different constructs. PLS-MGA was used to assess the effect differences among sub-groups. Results: Results show that consumers direct experience has indirect effect on attitude transfer process through perceived fit. The moderation of perceived fit on attitude transfer from parent brand to new extensions only occurs in sample with direct experience. There is no direct effect of experience on the relationship of attitude transfer from parent brand to extension evaluation. Keywords: brand extension; brand extension evaluation, sample design, consumer direct experience, marketing strategy, perceived fit.
