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Brand extension feedback: The role of advertising

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  • Martínez, Eva
  • Montaner, Teresa
  • Pina, José M.
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    Abstract

    Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image.

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    Bibliographic Info

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

    Volume (Year): 62 (2009)
    Issue (Month): 3 (March)
    Pages: 305-313

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    Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:305-313

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

    Related research

    Keywords: Brand extensions Brand image Brand equity Advertising;

    References

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    1. Barone, Michael J & Miniard, Paul W & Romeo, Jean B, 2000. " The Influence of Positive Mood on Brand Extension Evaluations," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 26(4), pages 386-400, March.
    2. Ruyter,Ko,de & Wetzels,Martin, 2000. "The Role of Corporate Image and Extension Similarity in Service Brand Extensions," Research Memorandum 005, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    3. Sheinin, Daniel A. & Schmitt, Bernd H., 1994. "Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth," Journal of Business Research, Elsevier, Elsevier, vol. 31(1), pages 1-10, September.
    4. 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, University of Chicago Press, University of Chicago Press, vol. 18(2), pages 185-93, September.
    5. Bhat, Sobodh & Reddy, Srinivas K., 2001. "The impact of parent brand attribute associations and affect on brand extension evaluation," Journal of Business Research, Elsevier, Elsevier, vol. 53(3), pages 111-122, September.
    6. Lemmink, Jos & Schuijf, Annelien & Streukens, Sandra, 2003. "The role of corporate image and company employment image in explaining application intentions," Journal of Economic Psychology, Elsevier, Elsevier, vol. 24(1), pages 1-15, February.
    7. Swaminathan, Vanitha, 2003. "Sequential brand extensions and brand choice behavior," Journal of Business Research, Elsevier, Elsevier, vol. 56(6), pages 431-442, June.
    8. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 29(4), pages 595-600, March.
    9. Hoyer, Wayne D & Brown, Steven P, 1990. " Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, University of Chicago Press, University of Chicago Press, vol. 17(2), pages 141-48, September.
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    Cited by:
    1. Dens, Nathalie & De Pelsmacker, Patrick, 2010. "Attitudes toward the extension and parent brand in response to extension advertising," Journal of Business Research, Elsevier, Elsevier, vol. 63(11), pages 1237-1244, November.
    2. Miquel-Romero, Maria José & Caplliure-Giner, Eva María & Adame-Sánchez, Consolación, 2014. "Relationship marketing management: Its importance in private label extension," Journal of Business Research, Elsevier, Elsevier, vol. 67(5), pages 667-672.
    3. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, Elsevier, vol. 66(9), pages 1411-1419.
    4. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, Elsevier, vol. 66(1), pages 115-122.

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