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Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment

Author

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  • Chung-Yu Wang

    (Department of Business Administration, National Kaohsiung University of Applied Sciences, Taiwan)

  • Li-Wei Wu

    (Department of International Business, Tunghai University, Taiwan)

  • Chen-Yu Lin

    (Department of International Trade, Feng-Chia University, Taiwan)

  • Ruei-Jie Chen

    (Department of Business Administration, National Kaohsiung University of Applied Sciences, Taiwan)

Abstract

This study sets up a model estimation that includes structural equation analysis and uses data from 240 surveys developed under market conditions. The results verify that extension attitude affects purchase intention toward extension and parent brands, whereas perceived fit between a new product and either the remaining products (category fit) or brand image (image fit) can strengthen consumer attitude. The study also explains how the role of consumer brand commitment as a moderating factor can suggest a strong relationship between image fit and extension attitude for consumers with a high level of brand commitment, which is more important than expected. In contrast, consumers with a high level of commitment fail to consider category fit when evaluating brand extensions. Theoretical and managerial implications of our findings are discussed herein.

Suggested Citation

  • Chung-Yu Wang & Li-Wei Wu & Chen-Yu Lin & Ruei-Jie Chen, 2017. "Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(1), pages 83-103, February.
    • Handle: RePEc:jec:journl:v:13:y:2017:i:1:p:83-103
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    References listed on IDEAS

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    More about this item

    Keywords

    brand extensions; brand commitment; image fit; category fit;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • L1 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance

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