IDEAS home Printed from https://ideas.repec.org/a/spr/eurasi/v1y2011i1p54-72.html
   My bibliography  Save this article

Reciprocal Effects of Media Extensions

Author

Listed:
  • Ya-Ching Lee

Abstract

This study investigates the reciprocal effects of media brand extensions on attitudes towards media parent brand. The results indicate that the evaluation by audiences of a brand with high credibility is enhanced as a result of the introduction of an extension with good fit, but diluted when an extension with poor fit is introduced; contrary results are found in the case of a brand with low credibility. Attitudes towards the parent brand are more positive amongst audiences who are already in possession of the brand product, than amongst those who are not. Finally, this study finds that attitudes towards the media parent brand are more positive in those cases where the parent brand is perceived as being more dominant in the market, than in those cases where it is perceived as being less dominant. This study makes four primary contributions to the study of brand extensions by advancing our knowledge regarding: (i) the issue of the reciprocal effect of media brand extensions on attitudes towards media parent brand; and (ii) the effects of brand ownership; (iii) the effects of brand dominance on the impact of the effects of the fit; and (iv) the above effects in the context of brand-extended websites. Copyright Eurasia Business and Economics Society 2011

Suggested Citation

  • Ya-Ching Lee, 2011. "Reciprocal Effects of Media Extensions," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 1(1), pages 54-72, June.
    • Handle: RePEc:spr:eurasi:v:1:y:2011:i:1:p:54-72
    DOI: 10.14208/BF03353798
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.14208/BF03353798
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.14208/BF03353798?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. Colucci, Mariachiara & Montaguti, Elisa & Lago, Umberto, 2008. "Managing brand extension via licensing: An investigation into the high-end fashion industry," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 129-137.
    2. Sen, Sankar & Johnson, Eric J, 1997. "Mere-Possession Effects without Possession in Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 105-117, June.
    3. Samuelson, William & Zeckhauser, Richard, 1988. "Status Quo Bias in Decision Making," Journal of Risk and Uncertainty, Springer, vol. 1(1), pages 7-59, March.
    4. Sheinin, Daniel A., 2000. "The Effects of Experience with Brand Extensions on Parent Brand Knowledge," Journal of Business Research, Elsevier, vol. 49(1), pages 47-55, July.
    5. Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
    6. Swaminathan, Vanitha, 2003. "Sequential brand extensions and brand choice behavior," Journal of Business Research, Elsevier, vol. 56(6), pages 431-442, June.
    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. Douglas Cumming & Sofia Johan, 2015. "Cameras tracking shoppers: the economics of retail video surveillance," Eurasian Business Review, Springer;Eurasia Business and Economics Society, vol. 5(2), pages 235-257, December.
    2. Rocco Ciciretti & Iftekhar Hasan & Maya Waisman, 2015. "Distribution strategy and movie performance: an empirical note," Eurasian Economic Review, Springer;Eurasia Business and Economics Society, vol. 5(1), pages 179-187, 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. 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.
    2. Zhou, Zhimin & Ding, Yi & Feng, Wenting & Ke, Nianman, 2021. "Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background," Journal of Business Research, Elsevier, vol. 130(C), pages 364-375.
    3. E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
    4. Dwivedi, Abhishek & Merrilees, Bill, 2013. "Retail brand extensions: Unpacking the link between brand extension attitude and change in parent brand equity," Australasian marketing journal, Elsevier, vol. 21(2), pages 75-84.
    5. Martínez, Eva & Montaner, Teresa & Pina, José M., 2009. "Brand extension feedback: The role of advertising," Journal of Business Research, Elsevier, vol. 62(3), pages 305-313, March.
    6. Iyer, Pramod & Davari, Arezoo & Mukherjee, Amaradri, 2018. "Investigating the effectiveness of retailers’ mobile applications in determining customer satisfaction and repatronage intentions? A congruency perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 235-243.
    7. 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.
    8. repec:cup:judgdm:v:1:y:2006:i::p:23-32 is not listed on IDEAS
    9. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    10. Nilay Sahin & Elif Akagun Ergin, 2016. "Consumers¡¯ Attitudes towards Brand Extensions: An Analysis on Food and Textile Industries in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(1), pages 72-85, February.
    11. 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, vol. 66(9), pages 1411-1419.
    12. 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.
    13. Kunter Gunasti & Hans Baumgartner, 2016. "The Asymmetric Effects of Positive Or Negative Experiences with an Extension on Low- or High-Equity Parent Brands: A Microtheoretical Notion," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(3), pages 126-143, December.
    14. Santos, Glauber Eduardo de Oliveira & Giraldi, Janaina de Moura Engracia, 2017. "Reciprocal effect of tourist destinations on the strength of national tourism brands," Tourism Management, Elsevier, vol. 61(C), pages 443-450.
    15. Lu, Jingyi & Xie, Xiaofei, 2014. "To change or not to change: A matter of decision maker’s role," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(1), pages 47-55.
    16. David Gal, 2006. "A psychological law of inertia and the illusion of loss aversion," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 1, pages 23-32, July.
    17. Philippe Fevrier & Sebastien Gay, 2005. "Informed Consent Versus Presumed Consent The Role of the Family in Organ Donations," HEW 0509007, University Library of Munich, Germany.
    18. Jose Apesteguia & Miguel Ballester, 2009. "A theory of reference-dependent behavior," Economic Theory, Springer;Society for the Advancement of Economic Theory (SAET), vol. 40(3), pages 427-455, September.
    19. Bryce, Cormac & Dowling, Michael & Lucey, Brian, 2020. "The journal quality perception gap," Research Policy, Elsevier, vol. 49(5).
    20. Boon, L.N. & Brière, M. & Rigot, S., 2018. "Regulation and pension fund risk-taking," Journal of International Money and Finance, Elsevier, vol. 84(C), pages 23-41.
    21. Andrea Baranzini & Stefano Carattini & Linda Tesauro, 2021. "Designing Effective and Acceptable Road Pricing Schemes: Evidence from the Geneva Congestion Charge," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 79(3), pages 417-482, July.

    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:spr:eurasi:v:1:y:2011:i:1:p:54-72. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.