Consumer Evaluation of Brand Extensions: Good to Service and Service to Good
Jayasankar Ramanathan
- Vol. 38, Iss: 2, pp 105-120
TLDR
Brand extension refers to the use of established brand names for introducing new offerings (Loken & John, 1993); Brand extension, as a marketing strategy, re-duces marketing expenditure and risk of new product failure.Abstract:
Goods and Services B rand extension refers to the use of established brand names for introducing new offerings (Loken & John, 1993). Brand extension, as a marketing strategy, re-duces marketing expenditure and risk of new product failure (Aaker & Keller, 1990; Tauber, 1988). Past research on consumer evaluation of brand extensions is focused on explaining consumers’ attitude towards brand extensions and consumers’ revision of attitude towards parent brands (see also Czellar, 2003 and Grime, Diamantapoulos, & Smith, 2002 for a similar observation). The boundary of theory development and testing, however, has scarcely been extended beyond brand extensions from good dominant offerings to good dominant offerings and brand extensions from service dominant offerings to service dominant offerings (see also Arslan & Altuna 2011, Brown, Sitchtmann, & Musante, 2011; Estelle, 2010; and Lei, Pruppers, Ouwersloot, & Lemmink, 2004 for a similar observation). The underexplored domains are highlighted in Figure 1.read more
Citations
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Journal ArticleDOI
An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry
Richa Joshi,Rajan Yadav +1 more
TL;DR: Brand extension as a strategy is used by corporates for increasing profits as discussed by the authors, it is an approach for new product development and it is used in many corporates to increase profits.
Journal ArticleDOI
Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension.
TL;DR: The behavioral results revealed that participants could evaluate brand extension though they had little knowledge about the extended services, indicating the role of brand in the evaluation of the services, and a method of grouping brand extension stimuli according to the fit levels obtained from behavioral responses, instead of grouping of stimuli a priori.
Journal ArticleDOI
Extending service brands into products versus services: Multilevel analyses of key success drivers
TL;DR: In this article, an empirical investigation into extension category effects on service brand extensions, both to other services and to products, and the extension category's influence on brand/consumer-level success drivers, as well as the perceived quality of the extension.
Journal ArticleDOI
Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services
TL;DR: In this paper, the influence of factors concerning parent brand and fit between parent and extension are contrasted between GG and GS brand extensions, and the findings from this study suggest that brand extensions from goods to goods is preferable to brand extension from goods-to-services under some conditions, such as when quality variance across brand portfolio is high and when product category fit is present.
Journal ArticleDOI
Markentransformationsprozesse in der Servicetransformation
TL;DR: In this paper , a Markendynamiknetz is entwickelt, e.g., a Markenverständnis in der Servicetransformation hergeleitet, and drei Transformationsoptionen für Marken identifiziert.
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