Journal
JOURNAL OF BUSINESS RESEARCH
Volume 62, Issue 1, Pages 50-60Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2008.01.006
Keywords
Brand extensions; Brand image; Brand equity; Consumer behavior
Categories
Ask authors/readers for more resources
Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude. The model estimation includes structural equation analysis using data. from 699 surveys developed under market conditions. The results verify that extension attitude influences brand image, whereas initial brand associations and perceived fit between the new product and either the remaining products (category fit) or the brand image (image fit) are able to strengthen consumer attitude. The study also explains the role of consumer innovativeness as a moderating factor, suggesting that the characteristics of consumer personality could be more important than expected. (C) 2008 Elsevier Inc. All rights reserved.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available