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Modeling the brand extensions' influence on brand image


  • Martínez Salinas, Eva
  • Pina Pérez, José Miguel


Brand-extension strategies enhance success chances of new products, even though they expose brand image to dilution risks. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension congruency and extension attitude. The model estimation includes structural equation analysis using data from 699 surveys developed under market conditions. The results verify that extension attitude influences brand image, whereas initial brand associations and perceived fit between the new product and either the remaining products (category fit) or the brand image (image fit) are able to strengthen consumer attitude. The study also explains the role of consumer innovativeness as a moderating factor, suggesting that the characteristics of consumer personality could be more important than expected.

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  • 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.
  • Handle: RePEc:eee:jbrese:v:62:y:2009:i:1:p:50-60

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    References listed on IDEAS

    1. 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).
    2. Ahluwalia, Rohini & Gurhan-Canli, Zeynep, 2000. " The Effects of Extensions of the Family Brand Name: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Oxford University Press, vol. 27(3), pages 371-381, December.
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    6. 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.
    7. Kim, Chung K. & Lavack, Anne M. & Smith, Margo, 2001. "Consumer evaluation of vertical brand extensions and core brands," Journal of Business Research, Elsevier, vol. 52(3), pages 211-222, June.
    8. 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, Oxford University Press, vol. 18(2), pages 185-193, September.
    9. Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
    10. 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, vol. 31(1), pages 1-10, September.
    11. Foxall, Gordon R. & Schrezenmaier, Teresa C., 2003. "The behavioral economics of consumer brand choice: Establishing a methodology," Journal of Economic Psychology, Elsevier, vol. 24(5), pages 675-695, October.
    12. Bagozzi, Richard P & Baumgartner, Hans & Yi, Youjae, 1992. " State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," Journal of Consumer Research, Oxford University Press, vol. 18(4), pages 505-518, March.
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    1. repec:krk:eberjl:v:5:y:2017:i:1:p:27-42 is not listed on IDEAS
    2. Bartels, Jos & Reinders, Machiel J., 2011. "Consumer innovativeness and its correlates: A propositional inventory for future research," Journal of Business Research, Elsevier, vol. 64(6), pages 601-609, June.
    3. Hwang, ShinYoung & Kim Seongcheol, 2017. "What triggers the use of mIM service provider’s sequel O2O service extensions?," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168494, International Telecommunications Society (ITS).
    4. Riley Debra & Charlton Nathalie & Wason Hillary, 2015. "The impact of brand image fit on attitude towards a brand alliance," Management & Marketing, De Gruyter Open, vol. 10(4), pages 270-283, December.
    5. repec:eee:aumajo:v:21:y:2013:i:2:p:75-84 is not listed on IDEAS
    6. repec:ksb:journl:v:10:y:2017:p:21-56 is not listed on IDEAS
    7. Li, Yan & He, Hongwei, 2013. "Evaluation of international brand alliances: Brand order and consumer ethnocentrism," Journal of Business Research, Elsevier, vol. 66(1), pages 89-97.
    8. repec:spr:eurasi:v:7:y:2017:i:2:d:10.1007_s40821-017-0080-x is not listed on IDEAS
    9. Müller, Brigitte & Kocher, Bruno & Crettaz, Antoine, 2013. "The effects of visual rejuvenation through brand logos," Journal of Business Research, Elsevier, vol. 66(1), pages 82-88.
    10. Hubert, Marco & Florack, Arnd & Gattringer, Rafael & Eberhardt, Tim & Enkel, Ellen & Kenning, Peter, 2017. "Flag up! – Flagship products as important drivers of perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 71(C), pages 154-163.
    11. Zauner, Alexander & Koller, Monika & Fink, Matthias, 2012. "Patrocínio, valorização da marca e mídias sociais," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 52(6), November.


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