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Brand extension naming strategies: An exploratory study of the impact of brand traits

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  • Wilfried Vanhonacker

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    Abstract

    When a known brand extends into a product category that involves sophisticated and state-of-the-art technology, consumers face uncertainty and perceive a financial risk when considering the extension for purchase. This study explores how the brand's perceived expertise in the extension category and various brand traits (predictability, dependability, and faith) affect that consideration decision and how these interact with particular extension naming strategies (direct versus brand-bridging). Exploratory results from a field study give three insights. First, a consumer's faith in a brand appears to improve the extension consideration independent of what naming strategy is adopted. Second, brands with good predictability seem to benefit only by using a direct naming strategy in the brand extension. Third, a perceived lack of expertise appears to reduce the extension consideration even when a brand-bridging strategy is adopted. A discussion of these insights and their implications is provided. Copyright Springer Science+Business Media, LLC 2007

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    File URL: http://hdl.handle.net/10.1007/s11002-006-9008-4
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    Bibliographic Info

    Article provided by Springer in its journal Marketing Letters.

    Volume (Year): 18 (2007)
    Issue (Month): 1 (June)
    Pages: 61-72

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    Handle: RePEc:kap:mktlet:v:18:y:2007:i:1:p:61-72

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    Web page: http://www.springerlink.com/link.asp?id=100312

    Related research

    Keywords: Brand extension; Extension naming; Consideration; Brand-bridging; Trust;

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    1. Keller, Kevin Lane, 2003. " Brand Synthesis: The Multidimensionality of Brand Knowledge," Journal of Consumer Research, University of Chicago Press, vol. 29(4), pages 595-600, March.
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    Cited by:
    1. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal of Economics and Administrative Sciences, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.

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