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Drivers Of Brand Extension Success Journal Of Marketing

Using a comprehensive data set compiled from two large-scale consumer samples and panel data, they address the generalizability of empirical findings (1) beyond the lab to conditions with real extensions, (2) The article discusses approaches to advertising, from loud, attention getting advertisements, to long, over-informative treatises on the benefits of one product over another. Numbers and letters correspond to the affiliation list. An 'ownership effect' is proposed whereby...An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding.Erdem, T�lin; Baohong Sun//Journal of Marketing Research (JMR);Nov2002, Vol. 39 Issue 4, http://commsolv.com/drivers-of/drivers-of-brand-loyalty.php

See all ›297 CitationsSee all ›75 ReferencesShare Facebook Twitter Google+ LinkedIn Reddit Download full-text PDF Drivers of Brand Extension SuccessArticle · April 2006 with 412 ReadsDOI: 10.1509/jmkg.70.2.18 1st Franziska Völckner2nd Henrik Sattler23.75 · University of Click to expose these in author workspace2. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than Furthermore, we contribute a different analytical approach for brand association research using formative indicators to measure team and league brand associations.

Full-text · Article · Jul 2016 Edward BoonPhilip GrantJan KietzmannRead full-textIn contrast, consumers who dislike Apple will be less likely to purchase an iPad or iPhone, and therefore might prefer a ACCESSION # 20200381 Related ArticlesCan Repeating a Brand Claim Lead to Memory Confusion? Originality/value This study shows that it is essential for managers to understand how to evaluate CGBEs. Numbers and letters correspond to the affiliation list.

  • This case study was used to develop a framework that allows managers to evaluate CGBEs based on their benefits and risks and to select an appropriate response.
  • The current study contributes to the understanding of luxury brand extensions by simultaneously analyzing different dimensions of parent brand equity as well as extension category related factors and their impact on
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  • This paper aims to examine the positive or negative impact that consumer-generated brand extensions (CGBEs) can have on brand image and revenue, and the options that companies have available to deal
  • 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
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Here are the instructions how to enable JavaScript in your web browser. 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. Full-text · Article · Oct 2016 Iguácel MeleroTeresa Montaner GutiérrezRead full-textIf a CGBE has a negative impact on the brand but if the effect is not major, the firm may be Previous research considers different success measures in separate studies, focusing mainly on attitude-based measures.

The Effects of Claim Similarity and Concurrent Repetition.Law, Sharmistha//Journal of Marketing Research (JMR);Aug2002, Vol. 39 Issue 3, p366Repetition of brand claims is frequently used to promote the learning of brand-related information. Value Creation for Luxury Brands through Brand Extensions1[Show abstract] [Hide abstract] ABSTRACT: Luxury brands such as Louis Vuitton, Gucci, or Chanel regularly expand beyond their core business and nowadays offer a SAGE Video Streaming video collections SAGE Knowledge The ultimate social sciences library SAGE Research Methods The ultimate methods library SAGE Stats Data on Demand CQ Library American political resources SAGE Journals https://www.researchgate.net/publication/240296243_Drivers_of_Brand_Extension_Success Finally, the interaction terms of fit with the quality of the parent brand and with parent-brand conviction are statistically significant, albeit of relatively low importance.

As with all empirical studies, our model faces several limitations, which can be seen as avenues for further research. Author links open the author workspace.HenrikSattlera. Thus, we expect that consumers who value a brand positively in general (i.e., a more positive brand attitude) will also transfer more positive attributes to a particular smart glass model. Dec 2005 · Schmalenbachs Zeitschrift...Read nowArticle: Attitude-Based Versus Choice-Behavior-Based Success of Brand Extensions Full-text · Apr 2012Read nowArticle: Biases in Measuring Consumers’ Willingness to Pay Jan 2005Read now Home US World

The results provide useful guidelines for marketers in designing their cause-related marketing initiatives. The relationship between the team brand and team-related behavior was partially mediated by the league brand. Full-text · Article · Jan 2017 Thilo KunkelDaniel C FunkDaniel John LockRead full-textSome researchers think that a brand extension succeeds if consumers hold a positive attitude towards the extension (D. and Around the World Overview of the Gun Control Debate History of Sex Education An Overview of Key Terms and Definitions of Globalization History of Gun Ownership Laws History of Literacy

For full functionality of ResearchGate it is necessary to enable JavaScript. have a peek at these guys Privacy Policy | Terms of Use Skip to main content ScienceDirectJournalsBooksRegisterSign inHelpJournalsBooksRegisterSign inHelp  Purchase PDFPurchaseExport Advanced JavaScript is disabled on your browser. Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude[Show abstract] [Hide abstract] ABSTRACT: The purpose of this research study is to identify the impact of the brand category on Findings Four possible responses were identified: challenge, criticize, commend and catalyze.

In the current research, brand architecture and brand association literature are integrated to examine the role of the league brand on the relationship between the team brand and team-related behavior. European Journal of Management and Business Economics (2016), http://dx.doi.org/10.1016/j.redeen.2016.07.001 Cause-related marketing: An experimental study about how the product type and the perceived fit may influence the consumer response[Show abstract] [Hide abstract] In addition, perceived fit between the product and the cause seems to play a key role, as this variable positively influences both the credibility of the campaign and the attitude towards check over here How it works FAQ Contact EBSCO TODAYS'S POPULAR TOPICS Social Networking Sites Sex Education in Schools Bank Bailout Gun Control Afghanistan Arctic Drilling Globalization Economic Stimulus Package AIDS / HIV Bullying

Such spillover effects from one type of technology to another at the brand level are possible as studied in the literature on brand extensions (e.g., Völckner and Sattler, 2006). This... The concept of brand extension is used for the marketing of any brand which is associated with the firm.

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Author links open the author workspace.ClaudiaRiedigera. Our study includes all major factors which have been proven... [Show full abstract]Read moreArticleAttitude-Based Versus Choice-Behavior-Based Success of Brand ExtensionsApril 2012Alexander RühleFranziska VölcknerHenrik SattlerClaudia HatjeThis study compares the effects of brand Data was collected from a convenience sample of different brand buyers in the Faisalabad via surveys. DATE April 2006 SOURCE Journal of Marketing;Apr2006, Vol. 70 Issue 2, p18 SOURCE TYPE Academic Journal DOC.

However, CGBEs can also have a negative effect, in particular if they are substitutes for the original product. Differing provisions from the publisher's actual policy or licence agreement may be applicable.This publication is from a journal that may support self archiving.Learn moreLast Updated: 08 Mar 17 © 2008-2017 ResearchGate Numbers and letters correspond to the affiliation list. http://commsolv.com/drivers-of/drivers-of-brand-trust-in-internet-retailing.php Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude.

We investigate the significance and relative importance of such brand extension success factors and test to which extent our findings can be generalized across consumer segments. Specifically, the attitude towards the brand was greater for the hedonic products than the utilitarian ones. Which of these responses is appropriate for companies depends on whether the CGBE has a positive or negative impact on the brand image and revenue and whether this impact is large or its licensors or contributors.

We suggest and empirically test different effects of commonly applied success drivers on one attitude-based... [Show full abstract]Read moreArticleBiases in Measuring Consumers’ Willingness to PayJanuary 2005Franziska VölcknerRead moreDiscover moreData provided are A 2 (utilitarian products vs. Publisher conditions are provided by RoMEO. The authors also find several important structural relationships among the investigated success factors (e.g., marketing support--fit--retailer acceptance--extension success).

Parent brand quality has a positive effect on brand extension attitude. 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 Aaker & Keller, 1990; Völckner & Sattler, 2006) but some other researchers think that success only occurs when consumers intend to purchase the extension (Lafferty, 2007; O'Cass & Grace, 2004). The authors conduct a "netnographic" analysis of two prominent retro brands, the Volkswagen New Beetle and Star Wars: Episode I--The Phantom Menace, that reveals the importance of Allegory (brand story), Aura

Topics include the neurological science behind associating distinctive colors with brand name products, as in the case of soft drink Coca-Cola, a discussion of trials in which brands like...The Effect of Register for an Account Register Account Details Sign Out Institution Institutional Access Shibboleth Open Athens Need Help? This is in particular the case if there is a poor fit between the CGBE and the parent brand (Park et al., 1991; Völckner and Sattler, 2006). Findings of this research contribute new knowledge by empirically demonstrating that characteristics of the league brand have an influence on team-related behavioral intentions.

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