Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge

2011 ◽  
Vol 17 (4) ◽  
pp. 229-244 ◽  
Author(s):  
Lien-Ti Bei ◽  
Chia-Hsien Chu ◽  
Yung-Cheng Shen
Keyword(s):  
Brand Extensions ◽  
Consumer Product ◽  
Product Knowledge ◽  
Comparative Advertising ◽  
Brand Similarity

scholarly journals The Effects of Service and Consumer Product Knowledge on Online Customer Loyalty

2011 ◽  
Vol 12 (11) ◽  
pp. 741-766 ◽  
Author(s):  
Jingjun Xu ◽  
◽  
Izak Benbasat ◽  
Ron Cenfetelli ◽  
◽  
...  
Keyword(s):  
Customer Loyalty ◽  
Consumer Product ◽  
Product Knowledge

Impact of media use on consumer product knowledge

2020 ◽  
Vol 48 (2) ◽  
pp. 11-24
Author(s):  
Guoliang Cai
Keyword(s):  
Perceived Risk ◽  
Media Use ◽  
Positive Impact ◽  
Consumer Product ◽  
Product Knowledge ◽  
Traditional Media ◽  
Learning Stage ◽  
Professional Network ◽  
Network Media ◽  
General Network

I explored the relationship between media use and consumers' product knowledge. Using survey data obtained from 1,954 consumers of mother and baby products, I found that (a) use of traditional media, generalized network media, and professional network media had a positive impact on consumer product knowledge, and (b) these relationships were moderated by the mothers' stage of learning about maternal and baby products, and perceived risk of the product. Specifically, when a consumer was at a later stage of learning, use of professional network media had a greater impact on product knowledge than did use of the other 2 types of media. Furthermore, when the perceived risk of a product was high, use of traditional media and general network media had a greater impact on product knowledge than did use of professional network media. The findings have practical implications for marketing staff of companies in their selection of media types to post information, and their consideration of consumers' learning stage and perceived risk of products when implementing marketing plans.

The asymmetric patterns of adverse extension effects on narrow and broad brands: perspectives on brand structure and extension typicality

2020 ◽  
Vol 29 (7) ◽  
pp. 985-997
Author(s):  
Joseph W. Chang
Keyword(s):  
Experimental Design ◽  
Adverse Effects ◽  
Design Methodology ◽  
Brand Extensions ◽  
Mechanical Turk ◽  
Amazon Mechanical Turk ◽  
Content Type ◽  
Brand Similarity ◽  
Practical Implications

Purpose This study aims to examine the impacts of brand structure (i.e. brand cohesiveness and similarity) on brand perceptions and the adverse effects of brand extensions. Design/methodology/approach Data were collected online via Amazon Mechanical Turk. Overall, 188 US residents participated in the 2 (extension typicality: typical and atypical) × 3 (brand cohesiveness: high, medium and low) between-subject experimental design. Findings Narrow brands are favored over cohesive broad brands, and cohesive broad brands are favored over incohesive broad brands. When new extensions are typical, brand cohesiveness dominates brand similarity in terms of adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands and cohesive broad brands than on incohesive broad brands. Conversely, when new extensions are atypical, brand similarity dominates brand cohesiveness on adverse extension effects. Negative extension information exerts more salient adverse effects on narrow brands than on cohesive and incohesive broad brands. Research limitations/implications Brand cohesiveness is more impactful than brand similarity on brand perceptions. The identical adverse effects of typical extensions on narrow, and broad brands exist only when the portfolio products of the broad brands are cohesive. Practical implications Cohesive broad brands have the advantages of being more favored than incohesive broad brands and being less vulnerable to negative atypical extension information than are narrow brands. Originality/value This study advances brand research by examining the interplay between brand structure (i.e. category cohesiveness and similarity) and extension typicality on adverse extension effects.

The role of price knowledge in consumer product knowledge structures

2002 ◽  
Vol 19 (6) ◽  
pp. 551-568 ◽  
Author(s):  
Robert Lawson ◽  
Parimal S. Bhagat
Keyword(s):  
Knowledge Structures ◽  
Consumer Product ◽  
Product Knowledge

The effects of country-of-origin fit on cross-border brand alliances

2018 ◽  
Vol 30 (5) ◽  
pp. 1259-1276 ◽  
Author(s):  
Jin Kyun Lee ◽  
Byung-Kwan Lee ◽  
Wei-Na Lee
Keyword(s):  
Country Of Origin ◽  
Product Evaluation ◽  
Consumer Product ◽  
Product Knowledge ◽  
Consumer Decision Making ◽  
Content Type ◽  
Cross Border ◽  
High Knowledge ◽  
Mixed Factorial Design ◽  
The Impact

PurposeThe purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA).Design/methodology/approachAn experimental study with 207 subjects was conducted using a series of 2 (COO fit: low vs high COO fit) by 3 (product knowledge: low vs moderate vs high knowledge) by 2 (time: pre- vs post-alliance attitudes) mixed factorial design.FindingsThe impact of COO fit on pre- and post-alliance changes in attitude toward the partner brand showed a nonlinear relationship from high-, to moderate-, to low-knowledge consumers. High COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for high- and low-knowledge consumers than for moderate-knowledge consumers. In contrast, low COO fit significantly and positively affected pre- and post-alliance changes in attitude toward the partner brand more for moderate-knowledge consumers than for high- and low-knowledge consumers.Practical implicationsThe effectiveness of cross-border SBAs differs with consumer product knowledge. For high- and low-knowledge consumers, high COO fit information had greater impact than low COO fit information in their product evaluation. However, when targeting moderate-knowledge consumers, providing sufficient product-related attribute information would help them to generate a favorable brand attitude.Originality/valueThis study attempted to identify the complex relationship between COO fit and consumer product knowledge on the consumer decision-making process.

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