EXPRESS: How Life-Role Transitions Shape Consumer Responses to Brand Extensions

2021 ◽  
pp. 002224372098654
Author(s):  
Lei Su ◽  
Alokparna (Sonia) Basu Monga ◽  
Yuwei Jiang
Keyword(s):  
Sense Of Self ◽  
Brand Extensions ◽  
Self Concept ◽  
Role Transition ◽  
Perceived Fit ◽  
Dialectical Thinking ◽  
Consumer Responses ◽  
Parent Brand ◽  
Pass Through ◽  
Brand Extension Evaluation

Life-role transition is a state when people pass through different life stages that involves changes in identities, roles, and responsibilities. Across six studies, the current research shows that consumers under life-role transition have more favorable attitudes towards distant (i.e., low- or moderate-fit) brand extensions compared to consumers who are not under life-role transition. The effect is driven by a sense of self-concept ambiguity associated with life-role transition, which subsequently prompts dialectical thinking that helps to improve perceived fit between a parent brand and its extension, and finally results in more favorable brand extension evaluation. This effect diminishes for (1) near (i.e., high-fit) brand extensions that do not require dialectical thinking for perceiving fit, (2) for sub-brand (vs. direct brand) architecture, for which there is less of a need to use dialectical thinking to reconcile the inconsistencies between a parent brand and its extension, and (3) when consumers perceive they have resources to cope with the life-role transition which attenuates self-concept ambiguity. This research offers important theoretical and managerial insights by focusing on life-role transition—an important aspect of consumers’ lives that has been largely under-researched, and by demonstrating how and why it elicits more favorable attitudes toward brand extensions.

scholarly journals Do Brand Extensions Affect Consumer Attitude: An Empirical Experience-With Reference To Pakistani Consumers

2011 ◽  
Vol 27 (2) ◽  
Author(s):  
Zain-Ul Abideen ◽  
Abdul Latif
Keyword(s):  
Brand Extension ◽  
Brand Extensions ◽  
Consumer Attitude ◽  
The Core ◽  
Brand Reputation ◽  
Parent Brand ◽  
Brand Attributes ◽  
Brand Extension Evaluation ◽  
Core Brand ◽  
Extension Evaluation

<span>This study examines consumer attitude and empirically test the factors that differentiate between successful and unsuccessful brand extensions, on the basis of parent brand attributes and characteristics, in reference to variables such as brand similarity, brand reputation, multiple brand extension, parent brand characteristics and brand concept consistency using actual extensions of two brands i.e. Olpers Cream (extension of Olpers Milk) and Lipton tea bag (extension of Lipton tea). A sample of 430 consumers of Bahawalpur District (Pakistan) was selected for the survey. Stratified proportionate sampling (in proportion to the population of each Union Council) was used for drawing these samples. The study suggests a more prominent role of parent brand attributes and characteristics than brand extension that had been acknowledged in the literature. Further, the study documents the importance of an extensions fit with the parent brands image while at the same time suggesting that similarity between the brand extension and its core brand has positive effect on extension evaluation. It also shows that as perceived appropriateness between the extension and the core brand decreases, attitude toward the core brand on brand-extension evaluation decreases.</span>

Direct and Moderating Influence of Perceived Fit, Risk and Parent Brand Trust on Brand Extension Success of a Personal Care Brand in India

2018 ◽  
Vol 19 (6) ◽  
pp. 1681-1692 ◽  
Author(s):  
Vibhuti Tripathi ◽  
Pooja Rastogi ◽  
Suresh Kumar
Keyword(s):  
Brand Extension ◽  
Brand Extensions ◽  
Brand Trust ◽  
Substantial Influence ◽  
Perceived Fit ◽  
Personal Care ◽  
Product Categories ◽  
Parent Brand ◽  
Marketing Area

The shifting market dynamics and harsh rivalry of the worldwide economy have augmented the role of brands to an incomparable level. Brand extension has emerged as a popular strategy in the marketing area. While it brings brands closer to success, it is also imperative and important to understand how consumers evaluate and presume similar or dissimilar extensions and what is the substantial influence of risk and subsistence of parent brand on extension success? Identifying and analysing such relationships could be helpful and important for personal care brands in India to gain an edge over competitors. Data were collected from 500 consumers who were proverbial with the brand extensions of Dettol in similar or dissimilar product categories. Regression analysis showed that though perceived fit and risk directly influence the success of brand extension, nevertheless on incorporating parent brand conviction as a moderator the relationships between perceived fit and brand extension success and risk and brand extension success are strengthened. Limitations and future scope have also been mentioned.

Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions

2018 ◽  
Vol 22 (4) ◽  
pp. 476-493 ◽  
Author(s):  
Irem Eren-Erdogmus ◽  
Ilker Akgun ◽  
Esin Arda
Keyword(s):  
Brand Extension ◽  
Consumer Involvement ◽  
Brand Extensions ◽  
Necessary Condition ◽  
Perceived Fit ◽  
Holistic Model ◽  
Content Type ◽  
Luxury Brand ◽  
Fashion Brand ◽  
Parent Brand

PurposeIn recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.Design/methodology/approachThis study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify the variables that combine to produce a positive or a negative attitude towards luxury brand extensions. The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer (seating furniture), respectively).FindingsThe results show that perceived fit between the parent brand and extension is a necessary condition for a positive evaluation of both extension types. Other than perceived fit, hedonic and symbolic values and consumer involvement are proven to be necessary antecedent conditions for the evaluation of transfer extensions. This study also proposes several configurations for forming a positive attitude towards each brand extension type and makes implications for luxury managers and further research.Originality/valueThe results of the research are significant in several ways. First, this study adds to the extant literature by exploring a somehow neglected subject: luxury fashion brand extensions. The study tests a more holistic model than those of previous studies on luxury brand extensions and utilises two different extension contexts adapted from Aaker and Keller (1990). Second, this study is the first to apply fsQCA to identify the factors of luxury brand extension evaluations. fsQCA is highly applicable to large-scale data without the loss of detail or the potential for complexity.

Implicit Personality Theory in Evaluation of Brand Extensions

2000 ◽  
Vol 86 (3) ◽  
pp. 807-818 ◽  
Author(s):  
Karen E. Flaherty ◽  
James M. Pappas
Keyword(s):  
Brand Extension ◽  
Past Research ◽  
Brand Extensions ◽  
Personality Theory ◽  
Perceived Fit ◽  
Product Involvement ◽  
Complex Process ◽  
Parent Brand ◽  
Implicit Personality ◽  
Brand Information

Transference, the extent to which consumers transfer their opinions of a parent brand to a new extension, is critical to the success of any brand-extension strategy. Past research has shown that transference is a complex process that varies among persons depending upon an implicit personality theory, entity versus incremental. In a laboratory experiment analysis of ratings for 100 21-yr.-old undergraduates of attitude, perceived fit and risk, prior product involvement, and implicit personality theory (entity versus incremental) the influence of consumers' implicit personality theory on transference was considered within the brand-extension context. As expected, the amount of transference differed between those espousing entity and incremental theories. “Entity theorists” were much more likely to transfer feelings associated with the parent brand to the new extension than were “incremental theorists” who did not rely on prior brand information when forming evaluations of a new extension. This effect did not occur when perceived fit between the parent brand and the extension was high.

scholarly journals EXPANDING THE BOUNDARY OF BRAND EXTENSIONS THROUGH BRAND RELATIONSHIP QUALITY

2016 ◽  
Vol 17 (6) ◽  
pp. 930-944 ◽  
Author(s):  
Esra ARIKAN ◽  
Cengiz YILMAZ ◽  
Muzaffer BODUR
Keyword(s):  
Relationship Quality ◽  
Critical Factor ◽  
Brand Extension ◽  
Brand Extensions ◽  
Perceived Fit ◽  
Consumer Responses ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Practical Experiences ◽  
Independent Effects

Research on brand extensions identifies the concept of perceived fit as the prime determinant of success. Yet, it is not difficult to find examples of brands that have been extended successfully into “perceptually distant” domains. In an attempt to resolve this discrepancy between research insights and practical experiences, the study investigates the role of Brand Relationship Quality (BRQ) as a critical factor determining consumer responses to brand extensions. The proposed model is tested separately in the context of three different fit scenarios (high, moderate, and low) with data from 502 consumers. The results indicate that BRQ and perceived fit exert independent effects on consumer responses and complement each other as they jointly influence evaluations of brand extensions. The study therefore extends existing theory by providing evidence that the brand extension phenomenon cannot be explained justly without including constructs that portray personal relationships consumers develop with brands and provides insights for marketers and researchers as to how such relationships can be integrated in formulations of successful brand extension strategies.

Exploring the superficial sense of self-concept clarity

2011 ◽  
Author(s):  
Jean Guerrettaz Hancock ◽  
Robert M. Arkin
Keyword(s):  
Sense Of Self ◽  
Self Concept

Greater Right Hemisphericity is Associated with Lower Self-Esteem in Adults

1991 ◽  
Vol 73 (3_suppl) ◽  
pp. 1244-1246 ◽  
Author(s):  
M. A. Persinger ◽  
Katherine Makarec
Keyword(s):  
Negative Affect ◽  
Sense Of Self ◽  
Self Esteem ◽  
The Self ◽  
Self Concept ◽  
Developmental History ◽  
Men And Women ◽  
History Of

28 men and 32 women were given Vingiano's Hemisphericity Questionnaire and the Coopersmith Self-esteem Inventory. People who reported the greatest numbers of right hemispheric indicators displayed the lowest self-esteem; the correlations were moderately strong ( r>.50) for both men and women. These results support the hypothesis that the sense of self is primarily a linguistic, left-hemispheric phenomenon and that a developmental history of frequent intrusion from right-hemispheric processes can infuse the self-concept with negative affect.

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