Evaluating brand extensions, fit perceptions and post-extension brand image: does size matter?

Autor:	Dall'Olmo Riley, Francesca, Hand, Chris, Guido, Francesca
Předmět:	BRAND extension BRAND image DOUBLE jeopardy CONSUMER attitudes PET food STATISTICAL correlation METHODOLOGY ANALYSIS of variance
Zdroj:	Journal of Marketing Management; Aug2014, Vol. 30 Issue 9-10, p904-924, 21p, 12 Charts
Abstrakt:	This study contributes to the scant literature considering brand extensions in a competitive context and investigates whether the correlation between consumers’ beliefs about a brand’s attributes and the number of its buyers described in previous research occurs with regard to fit perceptions of brand extensions, extension evaluation and post-extension brand image. In a scenario experiment with real brands and fictitious extensions, members of a commercial UK panel evaluated high and low-fit extensions and post-extension brand images of competing brands of pet food. The relativesizeof each brand in terms of the number of its buyers was used as a benchmark in the analysis. For all extensions, results reveal a positive correlation between post-extension brand images, extension evaluations, fit perceptions and the number of brand buyers. Results have implications for interpreting consumers’ perceptions of fit, evaluation of extensions and post-extension brand images of competing brands. [ABSTRACT FROM PUBLISHER]
Databáze:	Complementary Index
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