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Modeling the brand extensions' influence on brand image

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  • Martínez Salinas, Eva
  • Pina Pérez, José Miguel
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    Abstract

    Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude. The model estimation includes structural equation analysis using data from 699 surveys developed under market conditions. The results verify that extension attitude influences brand image, whereas initial brand associations and perceived fit between the new product and either the remaining products (category fit) or the brand image (image fit) are able to strengthen consumer attitude. The study also explains the role of consumer innovativeness as a moderating factor, suggesting that the characteristics of consumer personality could be more important than expected.

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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 62 (2009)
    Issue (Month): 1 (January)
    Pages: 50-60

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:1:p:50-60

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Brand extensions Brand image Brand equity Consumer behavior;

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    Cited by:
    1. Bartels, Jos & Reinders, Machiel J., 2011. "Consumer innovativeness and its correlates: A propositional inventory for future research," Journal of Business Research, Elsevier, vol. 64(6), pages 601-609, June.
    2. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    3. Li, Yan & He, Hongwei, 2013. "Evaluation of international brand alliances: Brand order and consumer ethnocentrism," Journal of Business Research, Elsevier, vol. 66(1), pages 89-97.

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