Journal ArticleDOI
What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation
TLDR
In this article, the authors examine consumers' style of thinking (analytic versus holistic thinking) to better understand the elasticity of prestige versus functional brands, and they find that holistic thinkers provide more favorable responses to distant extensions than analytic thinkers.Abstract:
Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) than for brands with functional concepts (Timex). In this article, the authors examine consumers' style of thinking—analytic versus holistic thinking—to better understand the elasticity of prestige versus functional brands. For functional brands, the authors find that holistic thinkers provide more favorable responses to distant extensions than analytic thinkers; however, for prestige brands, holistic and analytic thinkers respond equally favorably. Thus, analytic thinkers are identified as the roadblocks for functional brands launching distant brand extensions. To meet this challenge, the authors offer several strategies, including (1) using a subbrand (Excer wallets by Toyota) instead of a direct brand (Toyota wallets) to reduce analytic thinking; (2) using elaborational communications, which address potentia...read more
Citations
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Social Identity Perspective on Brand loyalty
TL;DR: The authors proposed a social identity perspective of customer-brand relationship and integrated brand identity and identification with value, trust and satisfaction in predicting brand loyalty, and two studies' empirical results support this path to brand loyalty framework.
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The consumer psychology of brands
TL;DR: This paper presented a consumer-psychology model of brands that integrates empirical studies and individual constructs (such as brand categorization, brand affect, brand personality, brand symbolism and brand attachment, among others) into a comprehensive framework.
Journal ArticleDOI
Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts
TL;DR: In this article, the authors investigate how brand concepts may influence consumer responses to corporate social responsibility (CSR) activities and reveal that communicating the CSR actions of a luxury brand concept causes a decline in evaluations, relative to control.
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‘Masstige’ marketing: A review, synthesis and research agenda
TL;DR: The authors reviewed the literature on masstige based marketing and analyzes the evolution of the "masstige strategy" with a focus on how this phenomenon evolved from conventional way of marketing premium brands.
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The double-edged sword of foreign brand names for companies from emerging countries
TL;DR: The authors found that incongruence between the actual COO and implied COO decreases purchase likelihood asymmetrically in both developed and emerging countries, and that it has little effect in utilitarian categories.
References
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The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
Reuben M. Baron,David A. Kenny +1 more
TL;DR: This article seeks to make theorists and researchers aware of the importance of not using the terms moderator and mediator interchangeably by carefully elaborating the many ways in which moderators and mediators differ, and delineates the conceptual and strategic implications of making use of such distinctions with regard to a wide range of phenomena.
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Journal ArticleDOI
Consumer Evaluations of Brand Extensions
David A. Aaker,Kevin Lane Keller +1 more
TL;DR: In this article, two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, i.e., use of an established brand name to enter a new product category.
Journal ArticleDOI
Strategic Brand Concept-Image Management:
Abstract: Conveying a brand image to a target market is a fundamental marketing activity. The authors present a normative framework, termed brand concept management (BCM), for selecting, implementing, and co...
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Self‐Construal, Reference Groups, and Brand Meaning
TL;DR: In this article, the authors propose that consumers purchase brands in part to construct their self-concepts and, in so doing, form self-brand connections, and they focus on reference groups as a source of brand meaning.