...305–313 Contents lists available at ScienceDirect Journal of Business Research Brand extension feedback: The role of advertising ☆ Eva Martínez a,⁎, Teresa Montaner b,1, José M. Pina a,2 a b Departamento de Economía y Dirección de Empresas, Facultad de Ciencias Económicas y Empresariales, Gran Vía 2, Zaragoza 50005, Spain Departamento de Economía y Dirección de Empresas, Escuela Universitaria de Estudios Empresariales, María de Luna S/N Edificio Lorenzo Normante, Zaragoza 50018, Spain A R T I C L E I N F O A B S T R A C T Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image. © 2008 Elsevier Inc. All rights reserved. Article history: Received 1 May 2007 Received in revised form 1 February 2008 Accepted 1 May 2008 Keywords: Brand extensions Brand image Brand equity Advertising 1. Introduction Launching new products is a business activity...
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...College Executive summary In this work, we have tried to present the main approaches that helped to explain the brand extension evaluation mechanisms, namely the approach of perceptual congruence and group approach. Both approaches have dominated the literature on brand extension through concepts such as similarity, the fit or typicality and have been used to explain the causes of success and failure of specific extensions. However, these approaches have certain shortcomings that limit their use and that lead us to think of new research avenues for a better explanation of the evaluation of brand extension. Contents (100 words) Executive summary 1 List of Figures 2 I. Introduction 3 II. The brand extension strategy 3 III. Descriptive methods to the evaluation of brand extension 6 1. The approach to perceptual congruence 6 a) The role of the similarity in the evaluation of the brand extension 6 b) The role of perceptual coherence (fit) 7 2. The limits of perceptual congruence 12 a) The operationalization of perceptual congruence 12 b) The evaluation of the extension and the transfer of attributes 13 c) Extension and competitive perspective 13 3. The categorical approach 14 IV. Conclusion 16 References 17 List of Figures (62 words) Figure 1: Classification of types of extension 4 Figure 2: Assessment of brand extension according to the similarity between the product categories 7 Figure 3: Evaluation of...
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...operations across the country. In a short time span, the enthusiasm started failing as investments were not recovered from operations and profits were dipping. A number of factors pointed out that with amendments in Government rules and regulations, the industry could revive from their losses. Considering this, the Phase II of privatization was initiated in 2006, wherein the regulations were made more flexible and provided ample scope of growth. The general audience notion of the available radio stations is lack of differentiation in terms of content. This report gives a description of the problem regarding similar content and is a result of a market survey providing an insight in the consumer preference. Specifically, the report was an exercise conducted to validate the application of brand extension in service industry. 1 ACKNOWLEDGEMENT I am indebted to Dr. Samar Faten Badar, Faculty Member (Marketing,), for her great support and help all through the project. I am also thankful to Prof. Ramkishen, without whose help and support it would have been difficult to obtain the necessary data for the report. I would also like to thank the staff of the Mumbai University Library and the British Library for being patient and helpful all throughout. I would also like to thank the 120 odd respondents who took out time to help with the market research. 2 TABLE OF CONTENTS Executive Summary Acknowledgement 1 Introduction 1.1 1.2 1.3 1.4 1.5 1.6 2 Background Growth Potential...
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...داﻧﺸﻜﺪه ﻋﻠﻮم اﺟﺘﻤﺎﻋﻲ ﮔﺮوه ﻣﺪﻳﺮﻳﺖ ﺻﻨﻌﺘﻲ MBA ﺑﺮﻧﺪﻳﻨﮓ و ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ ﻣﺰاﻳﺎ و ﻣﻌﺎﻳﺐ، ﭼﺎﻟﺶﻫﺎ و راﻫﻜﺎرﻫﺎ اﺳﺘﺎد: ﺟﻨﺎب آﻗﺎي دﻛﺘﺮ ﻓﻀﻠﻲ ﺗﺮﺟﻤﻪ و ﺗﺄﻟﻴﻒ: ﻣﺤﻤﺪ اﺳﺪي ﺤﻤ آذر و دي 9831 ﻓﻬﺮﺳﺖ ﻣﻄﺎﻟﺐ ﻣﻘﺪﻣﻪ 1 ﻣﻘﺎﻟﺔ اول - ﻧﺎﻣﻬﺎي ﺑﺮﮔﺮﻓﺘﻪ در ﻣﻘﺎﺑﻞ ﻧﺎﻣﻬﺎي اﺻﻠﻲ در ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ 2 ﻣﻘﺎﻟﺔ دوم - ﺑﺎزﺧﻮرد ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ: ﻧﻘﺶ ﺗﺒﻠﻴﻐﺎت 81 ﻣﻘﺎﻟﺔ ﺗﺄﻟﻴﻔﻲ - ﺑﺮﻧﺪﻳﻨﮓ و ﺗﻮﺳﻌﺔ ﺑﺮﻧﺪ: ﻣﺰاﻳﺎ و ﻣﻌﺎﻳﺐ، ﭼﺎﻟﺶﻫﺎ و راﻫﻜﺎرﻫﺎ 23 ﭘﻴﻮﺳﺖ 1 – اﺻﻞ ﻣﻘﺎﻟﺔ اول 84 ﭘﻴﻮﺳﺖ 2 – اﺻﻞ ﻣﻘﺎﻟﺔ دوم 65 i ﻣﻘﺪﻣﻪ ﻣﻘﺪﻣﻪ در ﮔﺬﺷﺘﻪ، ﺑﻴﺸﺘﺮ ﻣﺤﺼﻮﻻت ﺑﺪون ﻧﺎم ﻋﺮﺿﻪ ﻣﻲﺷﺪﻧﺪ. ﺗﻮﻟﻴﺪﻛﻨﻨﺪﮔﺎن ﺗﻨﻬﺎ واﺳﻄﻪﻫﺎﻳﻲ ﺑﻮدﻧﺪ ﺑﻴﻦ ﻣﻮاد اوﻟﻴﻪ و ﻣﺼﺮفﻛﻨﻨﺪة ﻧﻬﺎﻳﻲ و ﺑﻪ دﻟﻴﻞ ﻣﺤﺪود ﺑﻮدن ﺟﻮاﻣﻊ و دﺳﺘﺮﺳﻲ آنﻫﺎ ﺑﻪ ﺑﺎزارﻫﺎي ﻣﺨﺘﻠﻒ، اﺻﻮﻻً رﻗﺎﺑﺖ ﺑﻪ ﻣﻌﻨﺎ و ﺷﻜﻞ اﻣﺮوز وﺟﻮد ﻧﺪاﺷﺖ. ﺑﺎ ﮔﺬﺷﺖ زﻣﺎن و ﭘﻴﺸﺮﻓﺖ ﺟﻮاﻣﻊ، ﻗﺮن ﺣﺎﺿﺮ ﺑﻪ دورة ﺗﻐﻴﻴﺮات ﺳﺮﻳﻊ ﺑﺪل ﮔﺸﺘﻪ و ﻻزﻣﺔ ﻣﺼﻮن ﻣﺎﻧﺪن از ﺗﺒﻌﺎت اﻳﻦ ﺗﻐﻴﻴﺮات ﺳﺮﻳﻊ، ﺑﻪ روز ﻧﮕﻪ داﺷﺘﻦ ﻣﺰﻳﺘﻬﺎي رﻗﺎﺑﺘﻲ اﺳﺖ. ﻳﻜﻲ از ﻣﻮاردي ﻛﻪ در ادﺑﻴﺎت ﻣﻌﺎﺻﺮ ﻣﺪﻳﺮﻳﺖ، از آن ﺑﻪ ﻋﻨﻮان ﻣﺰﻳﺖ رﻗﺎﺑﺘﻲ ﻳﺎد ﻣﻲﺷﻮد، »ﺑﺮﻧﺪ« اﺳﺖ. ﺑﺮاي ﺑﺮﻧﺪ ﺗﻌﺎرﻳﻒ ﻣﺨﺘﻠﻔﻲ اراﺋﻪ ﺷﺪه ﻛﻪ ﻫﻤﺔ آﻧﻬﺎ ﻣﻮاردي از ﻗﺒﻴﻞ ﻧﺎم ﺗﺠﺎري، ﻟﻮﮔﻮ، ﺷﻌﺎر ﺗﺒﻠﻴﻐﺎﺗﻲ و ﻣﻔﺎﻫﻴﻤﻲ از اﻳﻦ دﺳﺖ را در ﺑﺮ ﻣﻲﮔﻴﺮﻧﺪ. اﻣﺎ واﻗﻌﻴﺖ اﻳﻦ اﺳﺖ ﻛﻪ ﺑﺮﻧﺪ ﻣﻔﻬﻮﻣﻲ ﻓﺮاﺗﺮ از ﻫﻤﺔ اﻳﻦ ﻣﻮارد اﺳﺖ. ﺑﺮﻧﺪ، ﺣﺴﻲ از ﻣﺤﺼﻮل ﻳﺎ ﻣﺤﺼﻮﻻت ﻳﻚ ﺷﺮﻛﺖ اﺳﺖ ﻛﻪ در ذﻫﻦ ﻣﺼﺮفﻛﻨﻨﺪه ﺣﻚ ﺷﺪه و ﺑﺴﺘﻪ ﺑﻪ ﻣﻴﺰان ﻣﻄﻠﻮﺑﻴﺖ اﻳﻦ ﺣﺲ، ﺑﺮﻧﺪ ﺷﺮﻛﺖ ارزش ﭘﻴﺪا ﻛﺮده و ﺑﺎ ﮔﺬﺷﺖ زﻣﺎن ﺗﺒﺪﻳﻞ ﺑﻪ ﻳﻜﻲ از داراﻳﻲﻫﺎي ﻗﺎﺑﻞ ﺗﻮﺟﻪ ﺳﺎزﻣﺎن ﻣﻲﮔﺮدد. در اﻳﻦ ﻣﺠﻤﻮﻋﻪ، دو ﻣﻘﺎﻟﻪ ﺑﺎ ﻋﻨﺎوﻳﻦ »ﻧﺎﻣﻬﺎي ﺑﺮﮔﺮﻓﺘﻪ...
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...www.emeraldinsight.com/1355-5855.htm Brand extension: using parent brand personality as leverage Angelina Nhat Hanh Le and Julian Ming Sung Cheng Business Administration Department, National Central University, Chung-Li City, Taiwan, Republic of China Brand extension 599 Yueh Hua Lee Department of Business Administration, Tamkang University, New Taipei City, Taiwan, Republic of China, and Megha Jain Department of International Tourism Management, Tamkang University, Jiaosi Township, Taiwan, Republic of China Abstract Purpose – The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit is the similarity between an extended product and its parent brand’s cognitive category. Further, the interaction effect and the relative effectiveness of various combinations of the two predictors when determining brand personality transfer are also explored. Design/methodology/approach – A 2 £ 2 factorial between-subject experimental design with one covariate is used to test the proposed hypotheses. The experiment involves 242 participants from a university in Taiwan. Findings – The findings show that consumers perceive higher brand personality transfer when a direct naming strategy is applied or when the parent brand extends to a high perceived fit product....
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...of the brand 2. Rank of the bra nd in its product category 3. Similarity of the extension to the parent brand 4. Reputation of the firm Brand Associations 1. Quality of the brand 2. Attitude towards the brand 3. Satisfaction from the brand 4. Rate of return from the brand 5. Usage level of the brand 6. Level of stock of the brand. Brand Attributes 1. Packing of the brand 2. Pricing of the brand 3. Advertising of the brand 4. P romotional measures of the brand Attitude towards extension category Attitude towards the Brand Extension Product Fit Brand Fit Brand Pers onality Perception of Fit 1. Level of awareness of the brand 2. Rank of the bra nd in its product category 3. Similarity of the extension to the parent brand 4. Reputation of the firm Brand Associations 1. Quality of the brand 2. Attitude towards the brand 3. Satisfaction from the brand 4. Rate of return from the brand 5. Usage level of the brand 6. Level of stock of the brand. Brand Attributes 1. Packing of the brand 2. Pricing of the brand 3. Advertising of the brand 4. P romotional measures of the brand Attitude towards extension category Attitude towards the Brand...
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...customer? 4 Question 3: Which concepts from the chapter explain why Porsche sold so many lower-priced models in the 1970s and 1980s? 5 Question 4 : Explain how both positive and negative attitudes toward a brand like Porsche develop. How might Porsche change consumer attitudes toward the brand? 6 Question 5: What role does the Porsche brand play in the self-concept of its buyers? 7 Conclusion: 8 Question 1 : Analyze the buyer decision process of a traditional Porsche customer. What conclusion can you draw? Buying a product goes to 5 different stages, which are: 1. Need recognition. The profile of a Porsche car buyer is a financially successful person that loves a challenge. They’re hard working people and set high goals in everything they do and often have white collar jobs. These customers separate themselves from the mass and feel attracted to exclusive sophisticated things and expect the cars that they drive in to satisfy this feeling of exclusivity. 2. Information search In information search the consumer searches about the product which would satisfy the need which has been recognized by the consumer in the stage previous to this one. In this case the product that would satisfy the need of the consumer would be a sports car. 3. Evaluation of Alternatives As Porsche buyer sees a car as transportation vehicle that’s not only for transportation but also as a vehicle that must be fun to be...
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...advertising as they already have a vast and loyal customer base. Student ID: 0080379103 Student Name: Jing SUN Word count: 1639 The role of advertising in the developments of brand image and brand extension in established companies. Utilizing advertising in a most effective and efficient way is always a concern in most companies, as advertising requires a costly investment in both capital and human resources, which in return is expected to create positive outcomes. With a large volume of consumers and brand loyalties created in established, some argue that advertising can be merely a waste of money. While this idea addresses two major outcomes of conducting advertisement, attracting potential consumers and building brand loyalty, it ignores other contributions, for example, brand extension and brand image building, that could be enhanced by advertising in established companies. This essay will illustrate the reason why advertising is required in established companies, focusing on how appropriate advertising may contribute to developing brand extension and enhancing brand image. First of all, the informative function and social function of advertising will be interpreted. The following sections will demonstrate why large companies should focus on building up brand image and developing brand extension and how advertising contributes to these two dimensions. Then, the negative impact of advertising that advertisement may help to increase the competitors’ sales will be discussed...
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...BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES Kevin Lane Keller Tuck School of Business Dartmouth College Hanover, NH 03755 (603) 646-0393 (o) (603) 646-1308 (f) kevin.keller@dartmouth.edu Donald R. Lehmann Graduate School of Business Columbia University 507 Uris Hall 3022 Broadway New York, NY 10027 (212) 854-3465 (o) (212) 854-8762 (f) drl2@columbia.edu August 2004 Revised February 2005 Second Revision May 2005 Thanks to Kathleen Chattin from Intel Corporation and Darin Klein from Microsoft Corporation, members of the Marketing Science Institute Brands and Branding Steering Group, and participants at the Marketing Science Institute Research Generation Conference and 2004 AMA Doctoral Consortium for helpful feedback and suggestions. BRANDS AND BRANDING: RESEARCH FINDINGS AND FUTURE PRIORITIES ABSTRACT Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand equity measurement, brand growth...
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...ABSTRACT Ingredient Branding, a subset of Co-Branding, wherein two or more brand names are used on a single product to increase product differentiation and further market share is becoming increasingly visible in the marketplace today. This strategy is generally used to enhance Brand Potential and works on the rationale that, “If a consumer understands the functions, attributes and benefits of the ingredient, he or she will pay more attention to this offering and if it is unique compared to others, it can lead to loyal and profitable customer relationships”. The goal of this Dissertation is to conceptualize Ingredient Branding Strategy and measure its effect on Brand Choice. It seeks to examine the impact of an Ingredient Branding Strategy on consumer’s attitude toward the Host Brand depending on the Partner Brand. To better understand this impact, a review of the most relevant theories on Co-Branding, perceived quality and attitude towards the brand is first presented. On the basis of this literature review, a conceptual framework is proposed concerning the overall transformation of the associations tied to the host brand, the perceived quality and the consumer attitude towards the brand. The overall evaluation of the brand is based on three parameters viz. Perceived Quality, Brand Image & Brand Attitude. INTRODUCTION INTRODUCTION In today’s dynamic economy, companies try to find new ways to maintain their competitive advantage, which helps them to better manage...
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...A study of the effects of brand image on consumer behaviour and brand equity Eddie Phun Foo Boon BA Hons (University Malaya) MBA (University Putra Malaysia) International Graduate School of Management Division of Business and Enterprise University of South Australia (UniSA) Submitted on this 10th November in the year 2004 for the partial requirements of the degree of Doctor of Business Administration UNIVERSITY OF SOUTH AUSTRALIA 31 A66 2.1JuJ LIBRARY. Doctor of Business Administration Portfolio Submission Form Name: Phun Foo Boon Student ID: 100008513 Dear Sir / Madam To the best of my knowledge, the portfolio contains all of the candidate's own work completed under my supervision, and is worthy of examination. I have approved for submission the portfolio that is being submitted for examination. Signed: D. Dymock iQuek Ai Hwa Assoc. Prof. Dr. Darryl Dymock / Assoc. Prof. Dr. Quek Ai Hwa 10 Nov 2004 Supported By: /I 51:c--- in_ Prof. David Richards Chair, IGSM Doctoral Board of Examiners DBA Portfolio Declaration I hereby declare that this portfolio submitted in partial fulfilment of the DBA degree is my own work and that all contributions from any other persons or sources are properly and duly cited. I further declare that it does not constitute any precious work whether published or otherwise. In making this declaration, I understand and acknowledge any breaches of the declaration constitute academic misconduct...
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...on Host Brand Equity Prof. Kavita Tiwari, Dr. Rajendra Singh AICAR B-School, Navi Mumbai, India kavitat786@yahoo.com, prajsingh71@rediffmail.com Abstract The aim of the study is to discuss and estimate the perceived impact of ingredient branding on host brand in terms of brand equity. For the purpose of our study, we will measure the impact in terms of association, neutral and disassociation of ingredient brand with host brand. In this study many theories and models is studied to identify the potential factors of ingredient branding. The research methodology adopted for the analysis in our study is to some extent a replica of previous studies conducted within ingredient branding. We conducted a survey based on questionnaire method. For which a close ended structured questionnaire on 5- point Likert scale basis is being designed .The survey was conducted among 212 respondents consisting of customers in Indore city. While doing this research we have gained insights on how several aspects of our study could have been conducted differently. We recommend that a similar study should be conducted again, this time with well known host brands and ingredient brands that focus on utilitarian needs from a consumer perspective. A more representing respondent group would also increase the arguments for generalization among a wider population. By using SPSS we can conclude that the perceived impact of various factors of ingredient brands on host brand and its brand equity...
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...of brand associations on consumer response A. Belen del Rõo   Facultad de Ciencias Economicas, University of Oviedo, Spain Rodolfo Vazquez  Võctor Iglesias  Facultad de Ciencias Economicas, University of Oviedo, Spain Facultad de Ciencias Economicas, University of Oviedo, Spain Keywords Brand image, Brand equity, Consumer attitudes Abstract This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed that these functions have a positive influence on the consumer's willingness to recommend the brand, pay a price premium for it and accept brand extensions. The hypotheses have been tested in the Spanish sports shoes market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses. Introduction Over the last decade, firms have markedly increased their investments in the creation and development of brands. In fact, in most economic sectors a gradual brand generalization can be observed, even in those markets that have traditionally been more reluctant to use them (as is the case of food and agriculture or high tech product markets). A certain brand image...
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...Chapter 2 The Effect of Athlete Endorsers on Consumer Purchase Decision of Teenagers for Non–Sporty Products Chua-Lao, Peterlao F. Cristobal, Michelle Ann Manlangit, Stephen John 3AMC Chapter 2 Introduction Nowadays, the utilization of celebrity-athletes on endorsements are very much common. Everyone is aware of the fact that numerous athletes are being contacted by various companies to co-present their products; whether it may be a sports or a non-sports brand product or services. But what we do not know is the concept of how much of an impact the celebrity-athlete impact gives to the audience. It is explained in this part the difference between an athlete’s endorsement on sports brand and an athlete’s endorsement on non-sports brand. It is also stated in this chapter the effects of the two, of what is being perceived by consumers and how they are going to respond based on attitude. Athlete endorsement One of the most common approaches to increase sales is the use of athlete endorsers as to continuously remind them of the product (Ruihley, 2010). According to a study, for an endorsement to be effective, the chosen athlete endorser must be amid the leading performers of his or her career and must seem to have a reliable attitude to the purchasers. (Ruihley, 2010). In a consumer’s point of view, in promotions, it is more engaging and consistent when a celebrity is being used as the endorser; as this forms brand image. (Sertoglu, 2014) But still, efficiency of...
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...Chapter 8 – Developing a brand equity measurement and management system * Indirect approach: assess potential sources of CBBE by identifying and tracking consumers’ brand knowledge. * Direct approach: assess the actual impact of brand knowledge on consumer response to different aspects of the marketing program. * Brand equity measurement system: set of research procedures designed to provide marketers with timely, accurate, and actionable info about brands so they can make the best possible tactical decisions in the short run and strategic decisions in the long run. * New accountability- return of marketing investment. * Measuring the long-term value of marketing in terms of both its full short term and long-term impact on consumers is crucial for accurately assessing ROI. Brand Audits * Brand audit: a comprehensive examination of a brand to discover its sources of brand equity. Assesses the health of the brand, and suggests ways to improve and leverage its equity. * 2 steps in a brand audit: brand inventory and brand exploratory. * Marketing audit: comprehensive systematic, independent and periodic examination of a company’s marketing environment, objectives, strategies, and activities with a view of determining problem areas and opportunities and recommending a plan of action to improve the company’s marketing performance. * Brand inventory: provides a current profile of how all the products and services sold by a company are marketed...
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