Brand extension

Brand love is an interesting and important concept that required further research in brand management. This study tested the impacts of consumer attitudes, subjective norms, and brand anthropomorphization on brand love and brand forgiveness in the framework provided by the theory of planned behavior. Regression analyses showed that brand anthropomorphization and subjective norms have a signifi cant impact on brand love. Brand love positively infl uences brand forgiveness and acts as a mediator between subjective norms, brand anthropomorphization, and brand forgiveness constructs. Besides mediation, brand anthropomorphization directly infl uences brand forgiveness. The findings of this study contribute to the existing knowledge on brand love and brand forgiveness concepts by presenting empirical research fi ndings that investigate brand love antecedents. This study has also shown the signifi cant impact of anthropomorphizing a brand on brand forgiveness and brand love.

The purpose of this conceptual paper is to develop an understanding the role of consumer evaluation of hotel restaurant co-branding and consider how this impacts intention to purchase. Developed from the existing co-branding literature, a conceptual model of hotel- restaurant co-branding is provided. This model describes the relationship between consumer perceived risk and perceived value and their influence on consumer

Brand extensions can be a valuable way of introducing a new product into the market. It is important to have insights on consumers’ brand evaluations since a poor brand extension can also backfire negatively to the parent brand image. Globalization makes it easier for firms to expand their business over the world and global branding strategy has become nowadays a more valuable strategy than ever. It is important to get insights on the influence culture has on the way brand evaluations are perceived. This paper tries to provide an overview of the literature on this matter and concludes that culture indeed has an influence on brand extension evaluation. Reason for this seems to lie in the difference in style of thinking, processing motivation and product type.

Brand characters are ubiquitous in marketing. Previous studies establish their relevance in advertising. Surprisingly, little research exists on how to build and sustain brand characters. Adopting a case-study approach, this paper explores the brand management strategies of Sanrio's iconic character Hello Kitty, a cat epitomising cuteness and innocence. Findings indicate that eight tactics help to build and sustain the Hello Kitty brand: keep it simple, character licensing, third-party collaboration, capitalising on nostalgia, product-line extensions, brand extensions, sustaining consumer interests, and harnessing technology. The paper also identifies some challenges facing Hello Kitty

Lencastre, Paulo de & Côrte-Real, Ana (2007). Um triângulo da marca para evitar a branding myopia: contribuição semiótica para um modelo integrado de compreensão da marca. Organicom, 4, 7, 98-113.

Este artigo parte da metáfora da miopia para explicar a visão mais limitada da marca, entendida exclusivamente como o sinal de identidade de um produto. Sendo a marca um sinal, recorre à semiótica, a ciência dos sinais, para aplicar um modelo que alarga o conceito de marca a três dimensões: a do sinal de identidade propriamente dito; a do objeto a que o sinal se refere; e a da resposta do mercado ao sinal.
Palavras-chave: Marca, branding, semiótica, marketing, marketing mix, product mix, identity mix, brand mix, public mix, answer mix, identidade corporativa, extensão de marca, posicionamento da marca, imagem da marca.

This article uses the short-sightedness metaphor to explain the more limited vision of the brand, understood to be the sign of identity of a product. As the brand is a sign, it resorts to semiotics, the sciense of signs, to apply a model that expands the concept of brand to three dimensions: the sign of identity per se; the object to which the sign relates; and the market´s response to the sign.
Keywords: Brand, branding, semiotic, marketing, marketing mix, product mix, identity mix, brand mix, public mix, answer mix, corporate identity, brand extension, brand positioning, brand image.

Research into brand extensions has mainly focused on consumers’ extension evaluations without considering an important financial implication: the ability of the extension product to charge a price premium. This study analyzes (1) the extent to which consumers are willing to pay a price premium for the extension product and (2) the impact of potential success drivers on consumers’ attitudes toward the extension and the extension price premium. The results show, for example, that perceived advertising support positively influences consumers’ attitudes toward the extension, but it does not directly affect the magnitude of the brand extension price premium. Furthermore, this study reveals monetary effects associated with these success drivers (i.e., parent brand quality, perceived fit, marketing support for the brand extension, and consumer experience with the extension category), which offer important information regarding how to allocate resources to various success drivers. For example, brand investments that increase perceptions of parent brand quality by one unit (seven-point scale) tend to enhance the brand extension price premium of typical fast moving consumer goods (average price of € 2.04 in the study sample) by € .208, all else being equal.

With the continuous growth of middle-market consumers, the consumer-shopping trend has gradually begun to change. Today, more and more people believe that they have the right to purchase luxury. Thus, the ‘new luxury good’ has emerged in the luxury market (Silverstein and Fiske, 2003).

As a result, some brands catch this opportunity to expanding their reputation to several areas and reach wider customer groups through their new luxury goods. This is known as the luxury brand extension strategy.

Thus, this project will explore the relationship between brand extension and customer shopping behaviour. The project aims to explore the impact and the usage of the luxury brand extension strategy in the luxury market on the customer satisfaction and customer loyalty through the parent brand.

In this dissertation, the Armani group has been chosen as the case study of this dissertation since it has already become one of the most diversified brands in the fashion industry. This study adopted a mixed research method. The primary research was collected by 4 face-to-face interviews followed by 100 online self-complete questionnaires.

According to the empirical analysis, customer perceived quality, brand abstract values can affect the upper-market customer satisfaction while product soft value and hard value can affect the lower-market and the mid-market customer satisfaction. Product quality, design, style, customer service and brand reputation can cause customer satisfaction and then affect customer loyalty on using luxury brand extension strategy. Brand image not necessarily affect customer loyalty on using luxury brand extension strategy.

Key words: brand extension, customer satisfaction, and customer loyalty

The various financial measurements and aspects of brand extensions are discussed in this paper. For this purpose a framework of brand extension valuation is created. There are four main models of evaluating brand extensions in relation to the financial outcome. First, calculating the return on investment. Second, analyze if a brand extension creates shareholder value by calculation the present value of its future cash flow. Third, using real options that enable to calculate by how much flexibility increases the value of investment. Fourth, a model based on the motion picture industry. Furthermore, the paper integrates a discussion about risks and benefits involved in brand extensions. The author analyzed current literature and discussed the concept of brand extension from the marketing and finance perspective.

Purpose - This UK-based research aims to build on the US-based work of Keller and Aaker, which found a significant association between "company credibility" (via a brand's "expertise" and "trustworthiness") and brand extension acceptance, hypothesising that brand trust, measured via two correlate dimensions, is significantly related to brand extension acceptance. Design/methodology/approach - Discusses brand extension and various prior, validated influences

Competition and consumer brand attitudes make introducing a new brand risky and very expensive, increasing the attractiveness of brand extensions. Brand extension research has established that original brand quality perceptions, product category fit, consumer ...

La marque est au cœur de l’entreprise. Ressource unique, elle est porteuse de valeurs et de sens auprès des employés et des consommateurs, revêtant ainsi une dimension stratégique. Mieux la comprendre et la manager est gage de pérennité.
Car dans le contexte actuel, il ne s’agit plus de se satisfaire d’une approche statique et de penser la marque comme un outil commercial : elle doit être un outil dynamique qui permet de construire des relations avec les parties prenantes bien au-delà de l’image de marque.
Grâce à des outils de gestion et d’évaluation, cet ouvrage permet de repérer les leviers pour construire des marques fortes (identité, sens, co-création, image, relations…), mettre en œuvre des stratégies de développement pour rendre les marques pérennes (résurrections, extensions, alliances, international, digital…) et évaluer la pertinence des actions menées.
Indispensable pour mener une véritable réflexion autour de la marque, cette 4e édition, entièrement remaniée et mise à jour, propose de nouvelles expertises sur la fabrique de sens, la co-création, l'activisme des marques et met l'accent sur leur développement à l'ère digitale.

Purpose – The purpose of this paper is to explore whether the horizontal brand extensions by British supermarkets can achieve the same level of consumers’ acceptance to compete with national brands’ vertical brand extensions in the context of mobile services industry.

Design/Methodology/Approach – The research took Tesco and O2 into investigation with their extended Tesco Mobile and Giffgaff respectively. On the basis of theoretical background, this quantitative research was conducted by the distribution of online questionnaire. Two sets of Questionnaire, one on horizontal extension and one on vertical extension, were distributed to a total number of 308 respondents through student sampling with 300 valid responses. All items were evaluated through reliability and validity test. Regression analysis was employed to test all hypotheses through SPSS.

Findings – The results showed that perceived category fit is the determinant of brand extension success. Therefore, the horizontal extension from British supermarket cannot gain a positive level of consumers’ acceptance. However, when co-branding information is salient, i.e. Tesco to co-brand with O2 in developing Tesco Mobile, it will override the whole negative effect of mis-fit and contribute to a positive consumers’ acceptance.

Practical Implications – These findings offer valuable insights to British grocers on the importance of communicating the co-brand information in horizontal extension. For national brands, it is suggested that developing a higher level of brand equity would be the first priority since they will not be negatively affected by perceived category fit.

Originality/Value – The vast majority of academic research has not considered the supermarket’s private label brands in the service offering context. This research also constitutes a first attempt to examine the awareness of co-branding to influence on consumers’ acceptance on horizontal brand extension. The research is also one of the first few articles to apply the most updated statistical method to test moderated mediation as coined by Hayes (2015). 

Keywords – Customer-based brand equity, Private label brands, National brands, brand extensions, co-branding, perceived fit, consumer acceptance.

This research aims to empirically investigate positive and negative reciprocal effects of extensions on brand personality by varying levels of congruency and typicality, while controlling for the effects of motivation processing. A 2 (incongruent, congruent) × 2 (high typicality, low typicality) × 2 (high motivation, low motivation) research design was employed using two extension categories, namely watches and kidswear of the HUGO BOSS brand. The findings revealed brand personality dilution effects only. Specifically, brand personality dilution occurred in response to incongruent and congruent information. Further, contrary to schema theory, brand personality evaluations neither strictly followed the bookkeeping model in high-motivation conditions nor the subtyping model in low-motivation conditions in response to incongruent information.

Brand loyalty creates long term relationship between customer and brand. As a sportswear brand, to adopt a general customer loyalty to a brand, quality of the product and price are the crucial factors. The purpose of this research is to investigate how the respondents are influenced by factors of brand loyalty towards sportswear products. Previous research adopted seven factors to test in the Malaysian environment. The seven factors of brand loyalty are brand name, product quality, price, style, promotion, service quality and store environment. Brand name has shown strong correlation with brand loyalty. In order to increase customer satisfaction and attach them to be brand loyalists, marketers are encouraged to develop aggressive marketing programs. Questionnaires were distributed to 148 respondents. The research results have shown that there is positive and significant relationship between factors of brand loyalty (brand name, product quality, price, style, promotion, service quali...

Athletes are a new type of celebrity in the world. Following other celebrities, there are several examples of athletes who have used their persona of fame to go a step further with their so-called personal brands and actually launch products carrying their names. As athletes are considered brands in themselves, these sorts of activities (i.e., introducing a product brand) are considered as an extension of the athlete’s brand. Given the nature of the research, this study employed a qualitative design. A purposeful convenience sampling technique was employed to select study participants according to a set of predetermined criteria. The final sample comprised nine fans. The fans identified five major factors that could be important in the context
of an athlete’s decision to start his/her own brand. The five identified factors that could decide the fate of an athlete’s brand extensions were the athlete’s origin, extension fit, gender, performance, and impression. According to fans, these factors play an important role in the athlete’s venture as an entrepreneur. The study suggests that although fans understand that athletes are brands in themselves, Pakistani fans
are not fond of the idea of athletes becoming entrepreneurs due to the fans’ emotional attachment to the athletes. As this is the first study expressing fans’ perspectives in the context of athlete brand extension, this study is an addition to the academic literature and theories of athlete branding and athletes as entrepreneurs.