EXPRESS: The Context (In)Dependence of Low Fit Brand Extensions

Low fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions under which low fit extensions can succeed. Specifically, the authors show that the extent to which consumers consider the context in forming judgments (i.e., are context dependent) determines the acceptance of low fit extensions. In four studies, the authors examine the combined effects of context (in)dependence and type of information, and show that context dependent individuals form their evaluations on the basis of the type of brand extension information provided. For context dependent individuals, providing benefit-based information enhances the evaluations of low fit extensions, whereas providing attribute-based information leads to a reliance on extension fit and subsequent unfavorable evaluation of low fit extensions. In contrast, context independent individuals are more likely to base their judgments on extension fit regardless of whether attribute- or benefit-based information is provided. The acceptance of high fit extension is unaffected by context (in)dependence and type of information. Our findings provide a two-step strategy (i.e., sensitizing consumers to context and providing them benefit-based extension information) for managers to successfully launch low fit extensions and leverage existing parent brand equity.

In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

Purpose Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables. Design/methodology/approach Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions. Findings Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension. Originality/value A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

Analisis Sensitivitas Respon Mahasiswa Terhadap Perluasan Merek Shampo Lifebuoy

The purpose of this study was to determine the level of sensitivity of students to brand expansion of Lifebuoy shampoo at the State University of Padang and to find out the direction of the response of UNP students to brand expansion of Lifebuoy shampoo. This type of research is a survey with a descriptive approach. The population of this research is the students of Padang State University (UNP). The sample in this study was based on the Chocran formula as many as 100 respondents who were selected using the Non-Probability sampling method and purposive sampling technique. Using primary data obtained through distributing questionnaires to UNP students with certain criteria. The method used is the analysis of the direction of the consumer's response by calculating the strength of the response and stimuli as well as the sensitivity analysis of the response. The results showed that (1) The sensitivity of the response of UNP students from bar soap to lifebuoy shampoo was 2.41. because the size of this sensitivity is greater than 1, the sensitivity is considered a sensitive measure. (2) the response strength of UNP students from Lifebuoy bath soap to Lifebuoy brand shampoo is negative 157. Keywords : brand extension, sensitivity, direction of response

Neural Bases of Brand Reputation Effect on Extension Evaluation: An ERPs Study

Brand extension, as a marketing strategy, is frequently utilized by enterprises to produce new products. There exist several critical factors determining its success, such as brand reputation and perceived fit. The present study adopts the event-related potentials (ERPs) method to explore the underlying neural mechanism of the joint influence of the two factors on consumers’ evaluation of brand extension. Specifically, consumers were presented with a brand with corporate social responsibility (CSR) or corporate ability (CA) reputation, following attached to an extension product (high fit vs. low fit). And then, they were given a 5-point scale to report their acceptance intention (AI) toward the brand extension. Behavioral data showed a higher AI and a shorter reaction time for high fit in contrast to low fit conditions. For low fit conditions, consumers were more inclined to accept the extension product with a brand with CSR than CA reputation. Neurophysiologically, CSR reputation evoked a larger P2 amplitude and LPP amplitude than CA reputation. Moreover, the low fit conditions elicited a more positive LPP amplitude than the high fit conditions in the context of a brand with a CSR reputation. Yet, for a brand with a CA reputation, the effect of perceived fit was not found. These results may reflect early attention resources engagement and altruistic motivation at the late stage during brand extension evaluation. The findings provided neurological evidence for which of the two types of brand reputation (CSR vs. CA) have a more positive effect on brand extension.

Infrastructures for media ‘extension’: licensing trade expos and the production of media distribution

This article focuses on licensing – the practise of brand ‘extension’ – to investigate global media distribution as it contingently emerges from the infrastructural spaces of professional trade events. Licensing expos are not only aesthetic, legal and financial compounds that ‘produce’ media distribution by coordinating the exchange of economic assets and the provision of adaptations, ancillary goods and ‘scripted experiences’ for global blockbuster films and media franchises. They are also sites where diffuse forms of power circulate within and against the bodies of their attendees through assemblages of data, objects, architectures and repeatable technical standards. Through multi-sited participant observation at these affective infrastructures, the paper argues that the production of media distribution is inseparable from the production of subjectivities – of the professionals that make these events as well as the active audiences whose behaviours they aim at envisioning, preempting and shaping.