IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v193y2025ics0148296325001699.html
   My bibliography  Save this article

The feature transposition effect: Increasing brand coolness through brand extension

Author

Listed:
  • Yin, Cheng-Yue
  • Bi, Nan
  • Liu, Xiao-Xin
  • Li, Meng-Ran
  • Chen, Yong

Abstract

Brand coolness has emerged as a critical factor in brand competitiveness, yet research on strategies to enhance it remains limited. This study proposes that brand coolness can be elevated by introducing far extensions. Specifically, in cases with far brand extensions, feature transposition (vs. no transposition) from a flagship product positively influences brand coolness. Conversely, this effect disappears in cases with near brand extensions. We further show that this effect arises because far extensions with feature transposition sequentially evoke perceived humor, enhancing coolness perceptions of the extension product. This effect is particularly pronounced when the brand is prototypical and when a cobranding strategy is employed. Evidence from five studies incorporating review data and online experiments supports these conclusions. This study also discusses implications for marketers seeking to increase brand coolness.

Suggested Citation

  • Yin, Cheng-Yue & Bi, Nan & Liu, Xiao-Xin & Li, Meng-Ran & Chen, Yong, 2025. "The feature transposition effect: Increasing brand coolness through brand extension," Journal of Business Research, Elsevier, vol. 193(C).
    • Handle: RePEc:eee:jbrese:v:193:y:2025:i:c:s0148296325001699
    DOI: 10.1016/j.jbusres.2025.115346
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296325001699
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2025.115346?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. Zheng, Xiaoying & Baskin, Ernest & Dhar, Ravi, 2019. "By-Brand or By-Category? The Effect of Display Format on Brand Extension Evaluation," Journal of Retailing, Elsevier, vol. 95(3), pages 76-85.
    2. Peracchio, Laura A & Tybout, Alice M, 1996. "The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 177-192, December.
    3. Loken, Barbara & Ward, James C, 1990. "Alternative Approaches to Understanding the Determinants of Typicality," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 111-126, September.
    4. Kobel, Sarah & Groeppel-Klein, Andrea, 2021. "No laughing matter, or a secret weapon? Exploring the effect of humor in service failure situations," Journal of Business Research, Elsevier, vol. 132(C), pages 260-269.
    5. Tiwari, Amit Anand & Chakraborty, Anirban & Maity, Moutusy, 2021. "Technology product coolness and its implication for brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    6. Gerrath, Maximilian H.E.E. & Biraglia, Alessandro, 2021. "How less congruent new products drive brand engagement: The role of curiosity," Journal of Business Research, Elsevier, vol. 127(C), pages 13-24.
    7. Jeffrey R. Parker & Donald R. Lehmann & Kevin Lane Keller & Martin G. Schleicher, 2018. "Building a multi-category brand: when should distant brand extensions be introduced?," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 300-316, March.
    8. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
    9. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    10. Anders Bruun & Dimitrios Raptis & Jesper Kjeldskov & Mikael B. Skov, 2016. "Measuring the coolness of interactive products: the COOL questionnaire," Behaviour and Information Technology, Taylor & Francis Journals, vol. 35(3), pages 233-249, March.
    11. Im, Subin & Bhat, Subodh & Lee, Yikuan, 2015. "Consumer perceptions of product creativity, coolness, value and attitude," Journal of Business Research, Elsevier, vol. 68(1), pages 166-172.
    12. Joseph Persky, 1992. "Retrospectives: Pareto's Law," Journal of Economic Perspectives, American Economic Association, vol. 6(2), pages 181-192, Spring.
    13. Caleb Warren & Margaret C. Campbell, 2014. "What Makes Things Cool? How Autonomy Influences Perceived Coolness," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 543-563.
    14. Goedertier, Frank & Dawar, Niraj & Geuens, Maggie & Weijters, Bert, 2015. "Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit," Journal of Business Research, Elsevier, vol. 68(1), pages 157-165.
    15. Caleb Warren & Martin Reimann, 2019. "Crazy-Funny-Cool Theory: Divergent Reactions to Unusual Product Designs," Journal of the Association for Consumer Research, University of Chicago Press, vol. 4(4), pages 409-421.
    16. Fan Zhang & Huan Li & Zewei Xue & Jiaxun He, 2024. "How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 632-648, November.
    17. Crawford, Heather J. & Gregory, Gary D., 2015. "Humorous advertising that travels: A review and call for research," Journal of Business Research, Elsevier, vol. 68(3), pages 569-577.
    18. Wang, Haizhong & Liu, Di, 2020. "The differentiated impact of perceived brand competence type on brand extension evaluation," Journal of Business Research, Elsevier, vol. 117(C), pages 400-410.
    19. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    20. Falana, Wuraola Oluwabukola & Aspara, Jaakko & Frösén, Johanna, 2024. "The impact of Janus fit brand extensions on perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 179(C).
    Full references (including those not matched with items on IDEAS)

    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. Lv, Zhe & Zhao, Wenjia & Liu, Yu & Wu, Jie & Hou, Mutian, 2024. "Impact of perceived value, positive emotion, product coolness and Mianzi on new energy vehicle purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Gerrath, Maximilian H.E.E. & Biraglia, Alessandro, 2021. "How less congruent new products drive brand engagement: The role of curiosity," Journal of Business Research, Elsevier, vol. 127(C), pages 13-24.
    3. Falana, Wuraola Oluwabukola & Aspara, Jaakko & Frösén, Johanna, 2024. "The impact of Janus fit brand extensions on perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 179(C).
    4. Rodrigues, Mariana Berga & Loureiro, Sandra Maria Correia & Romero, Maria Inês Relvas, 2024. "Luxury fashion games are so cool! Predicting awareness, perceived quality, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    5. Maaike Mulder-Nijkamp & Mendel Kok & Viktor Klassen & Wouter Eggink, 2024. "Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space," Corporate Reputation Review, Palgrave Macmillan, vol. 27(2), pages 120-139, May.
    6. Ulun Akturan & Deniz Kuter, 2024. "City brand coolness in the eye of the beholder: an extended conceptualization of city brand coolness and its dimensions," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 293-305, September.
    7. Fan Zhang & Huan Li & Zewei Xue & Jiaxun He, 2024. "How brand coolness influences customers’ willingness to co-create? The mediating effect of customer inspiration and the moderating effect of customer interaction," Journal of Brand Management, Palgrave Macmillan, vol. 31(6), pages 632-648, November.
    8. Guerreiro, João & Loureiro, Sandra Maria Correia, 2023. "I am attracted to my Cool Smart Assistant! Analyzing Attachment-Aversion in AI-Human Relationships," Journal of Business Research, Elsevier, vol. 161(C).
    9. Che, Siyu & Jin, Xiaotong & Sheng, Guanghua & Lin, Zhengnan, 2025. "Seeking effective fit: The impact of brand-influencer fit types on consumer brand attitude," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    10. Dimitriu, Radu & Warlop, Luk, 2022. "Is similarity a constraint for service-to-service brand extensions?," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1019-1041.
    11. 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.
    12. Scarpi, Daniele & Pizzi, Gabriele & Raggiotto, Francesco, 2019. "The extraordinary attraction of being ordinary: A moderated mediation model of purchase for prototypical products," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 267-278.
    13. Loef, J. & Antonides, G. & van Raaij, W.F., 2001. "The Effectiveness of Advertising Matching Purchase Motivation," ERIM Report Series Research in Management ERS-2001-65-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    14. Akiike, Atsushi & Katsumata, Sotaro & Yoshioka-Kobayashi, Tohru & Baumann, Chris, 2025. "How “smart” should smart products look? Exploring boundary conditions of the Most-Advanced-Yet-Acceptable (MAYA) principle," Journal of Business Research, Elsevier, vol. 189(C).
    15. Tiwari, Amit Anand & Chakraborty, Anirban & Maity, Moutusy, 2021. "Technology product coolness and its implication for brand love," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    16. Burcu Sezen & Koen Pauwels & Berk Ataman, 2024. "How do line extensions impact brand sales? The role of feature similarity and brand architecture," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 537-550, September.
    17. Topaloglu, Omer & Kumar, Piyush & Dass, Mayukh, 2021. "On the Extendibility of Brands with Subordinate versus Basic Category Concepts," Journal of Retailing, Elsevier, vol. 97(3), pages 394-404.
    18. Marion Garaus & Georgios Halkias, 2020. "One color fits all: product category color norms and (a)typical package colors," Review of Managerial Science, Springer, vol. 14(5), pages 1077-1099, October.
    19. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    20. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.

    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:eee:jbrese:v:193:y:2025:i:c:s0148296325001699. 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.