IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v39y2022i3p764-787.html
   My bibliography  Save this article

Dimensions of brand-extension fit

Author

Listed:
  • Deng, Qian (Claire)
  • Messinger, Paul R.

Abstract

A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Yet this large body of literature fails to provide managers with specific practical guidance about how to create brand-extension fit for optimal results. The problem is a lack of understanding of what brand-extension fit really is, and there has been little work to address this issue by synthesizing the key dimensions of brand-extension fit. The current article addresses this gap by identifying the key constituent dimensions of brand-extension fit. This is an important topic because brand extensions are essential for business renewal and growth.

Suggested Citation

  • Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    • Handle: RePEc:eee:ijrema:v:39:y:2022:i:3:p:764-787
    DOI: 10.1016/j.ijresmar.2021.09.013
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811621000811
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2021.09.013?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
    2. Cohen, Joel B & Basu, Kunal, 1987. "Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 455-472, March.
    3. Coltman, Tim & Devinney, Timothy M. & Midgley, David F. & Venaik, Sunil, 2008. "Formative versus reflective measurement models: Two applications of formative measurement," Journal of Business Research, Elsevier, vol. 61(12), pages 1250-1262, December.
    4. Jarvis, Cheryl Burke & MacKenzie, Scott B & Podsakoff, Philip M, 2003. "A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 199-218, September.
    5. Gudergan, Siegfried P. & Ringle, Christian M. & Wende, Sven & Will, Alexander, 2008. "Confirmatory tetrad analysis in PLS path modeling," Journal of Business Research, Elsevier, vol. 61(12), pages 1238-1249, December.
    6. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    7. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    8. Gierl, Heribert & Huettl, Verena, 2011. "A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 120-133.
    9. Sujan, Mita, 1985. "Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 12(1), pages 31-46, June.
    10. Kapoor, Harish & Heslop, Louise A., 2009. "Brand positivity and competitive effects on the evaluation of brand extensions," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 228-237.
    11. Michael S. Mccarthy & Timothy B. Heath & Sandra J. Milberg, 2001. "New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice," Post-Print hal-00668872, HAL.
    12. Dawar, Niraj & Anderson, Paul F., 1994. "The effects of order and direction on multiple brand extensions," Journal of Business Research, Elsevier, vol. 30(2), pages 119-129, June.
    13. Franziska Völckner & Henrik Sattler & Gwen Kaufmann, 2008. "Image feedback effects of brand extensions: Evidence from a longitudinal field study," Marketing Letters, Springer, vol. 19(2), pages 109-124, June.
    14. Morwitz, Vicki G. & Steckel, Joel H. & Gupta, Alok, 2007. "When do purchase intentions predict sales?," International Journal of Forecasting, Elsevier, vol. 23(3), pages 347-364.
    15. Barone, Michael J & Miniard, Paul W & Romeo, Jean B, 2000. "The Influence of Positive Mood on Brand Extension Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(4), pages 386-400, March.
    16. Sandra J. Milberg & Francisca Sinn & Ronald C. Goodstein, 2010. "Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 543-553, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. Saurav KUMAR, 2023. "Customer Innovativeness An Effusive Perspective To Brand Extension," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(4), pages 61-67, December.
    3. Xiuqun Chen & Shun-Chi Yu & Xuemei Sun & Dan Wang, 2023. "Investigating the Influence of Brand Communication and Brand Trust on Customer Commitment: An Examination from the Perspective of Customer Perception," Advances in Decision Sciences, Asia University, Taiwan, vol. 27(2), pages 166-195, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Beichen Liang & Wei Fu, 2021. "The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 17-32, March.
    2. Rahman, Syed Mahmudur & Carlson, Jamie & Gudergan, Siegfried P. & Wetzels, Martin & Grewal, Dhruv, 2022. "Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact," Journal of Retailing, Elsevier, vol. 98(4), pages 611-632.
    3. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, Sciendo, vol. 10(4), pages 270-283, December.
    4. Jiayu Qian & Jee-Sun Park, 2021. "Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 199-220, March.
    5. Nicolas Pontes & Vivian Pontes, 2021. "Spillover effects of competitive rivalry on brand extensions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 402-412, July.
    6. Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
    7. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    8. Sarstedt, Marko & Wilczynski, Petra & Melewar, T.C., 2013. "Measuring reputation in global markets—A comparison of reputation measures’ convergent and criterion validities," Journal of World Business, Elsevier, vol. 48(3), pages 329-339.
    9. Sheng, Shibin & Pan, Yue, 2009. "Bundling as a new product introduction strategy: The role of brand image and bundle features," Journal of Retailing and Consumer Services, Elsevier, vol. 16(5), pages 367-376.
    10. Dens, Nathalie & De Pelsmacker, Patrick, 2010. "Attitudes toward the extension and parent brand in response to extension advertising," Journal of Business Research, Elsevier, vol. 63(11), pages 1237-1244, November.
    11. Zhuomin Shi & Zaoying Kuang & Ning Yang, 2017. "Why it is hard to explain Chinese face?—FACE measurement models and its influence on ecological product preference," Frontiers of Business Research in China, Springer, vol. 11(1), pages 1-22, December.
    12. Khandeparkar, Kapil, 2014. "The role of complementarity and partner brand price level in new product introduction strategy using bundle offers: A study on the quality perception of bundle components," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 992-1000.
    13. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
    14. Hilary Wason & Nathalie Charlton, 2015. "How positioning strategies affect co-branding outcomes," Cogent Business & Management, Taylor & Francis Journals, vol. 2(1), pages 1092192-109, December.
    15. Devetag, M Giovanna, 1999. "From Utilities to Mental Models: A Critical Survey on Decision Rules and Cognition in Consumer Choice," Industrial and Corporate Change, Oxford University Press and the Associazione ICC, vol. 8(2), pages 289-351, June.
    16. Jara, Magali & Cliquet, Gérard, 2012. "Retail brand equity: Conceptualization and measurement," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 140-149.
    17. Gerrath, Maximilian H.E.E. & Biraglia, Alessandro, 2021. "How less congruent new products drive brand engagement: The role of curiosity," Journal of Business Research, Elsevier, vol. 127(C), pages 13-24.
    18. Gierl, Heribert & Huettl, Verena, 2011. "A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 120-133.
    19. Baxter, Roger, 2009. "Reflective and formative metrics of relationship value: A commentary essay," Journal of Business Research, Elsevier, vol. 62(12), pages 1370-1377, December.
    20. Hamilton, R.W. & Puntoni, S. & Tavassoli, N.T., 2006. "Categorization by Groups," ERIM Report Series Research in Management ERS-2006-044-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:39:y:2022:i:3:p:764-787. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.