Brand extensions: brand concept congruency and feedback effects revisited
Journal article, Peer reviewed
MetadataShow full item record
- Articles (SOL) 
Original versionJournal of Product & Brand Management 2005, 14(4):250-257 http://dx.doi.org/10.1108/10610420510609258
Abstract Purpose – The aim of this research is to examine the effects of congruent and incongruent brand concept extensions on consumer attitudes towards the extended product and feedback effects on the parent brand. Moreover, brand familiarity is proposed as an important moderator variable in determining feedback effects on attitude to the parent brand. Design/methodology/approach – An experimental research design was applied for testing the set of hypotheses put forth. The product category of wrist-watches was utilized as setting. A total of 205 respondents participated in the study. Findings – The study finds general support for the importance of brand concept congruency when it comes to feedback-effects, whereas no significant differences between congruent and incongruent extensions are found for attitudes to the extension itself. Brand familiarity is found to be an import ant moderator on parent brand feedback effects. Research limitations/implications – Before concluding on the moderating role of brand familiarity in this context, one needs to build a stronger nomological network around this variable. Moreover, the effects observed in this study should be extended and tested for other product categories an d preferably also with other methodological approaches. Originality/value – The study results reemphasize the importance of investigating brand feedback effects when launching category extensions. Also, the research provides new insight into the role of parent brand familiarity when evaluating the potential risks and rewards of conducting brand conce pt extensions.
-This is the author's version of the article:"Brand extensions: brand concept congruency and feedback effects revisited" Journal of Product & Brand Management, Vol. 14 Iss: 4, pp.250 - 257,
JournalJournal of Product & Brand Management
Showing items related by title, author, creator and subject.
Investigating the brand love-brand hate relationship, and the effects of brand attitude and brand attachment on brand hate Silden, Sandra Emilie; Skeie, Malin Elida (Master thesis, 2015-08-07)There has been an increase in consumer research on consumer-brand relationships, specifically positive relationship between the consumer and brands. This thesis tries to shed light on a topic that has received less attention, ...
Country-of-origin and brand reputation effects on brand equity. Can a strong brand name strengthen or reverse country-of-origin effects on brand equity? Sanfilippo, Marie (Master thesis, 2017)The concept of country-of-origin has been extensively studied with the apparition of multinational companies separating and outsourcing their operations worldwide. It has been established that country-of-origin has an ...
Moderating role of brand attachment in brand crisis. To what extent does brand attachment affect purchase intention in brand crisis: a study based on Apple’s crisis in China. Shestakov, Anton Alexandrovich (Master thesis, 2012)Brand crisis can often lead to negative publicity which substantially affects purchase intention. Brand attachment, on the other hand, possesses marketing value since it helps the consumer choose a brand from a set of ...