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Customer Innovativeness An Effusive Perspective To Brand Extension

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  • Saurav KUMAR

    (K.B. Womens College, Hazaribag, Jharkhand, India)

Abstract

Branding and consumer buying behaviour are positively correlated (Muhammad & Iqbal, 2014). Emotional loyalty is considered as optimistically influencing emotional brands towards customers (Jawahar & Maheswari, 2009). The value premium generation of the brand and effusion do get effected by the association of parent brand and brand extension. Concluded value trade off experienced from the parent brand is discovered to be effectively connected effusion towards brand extension. Mustafa & Akdogan (2015) admit that customer innovation exists in all segments of market. The article investigates buyers’ excitement and experience relationship sometimes called as customer innovativeness is drawn as an association of value premium generation by the parent brand and effusion towards brand extension.

Suggested Citation

  • Saurav KUMAR, 2023. "Customer Innovativeness An Effusive Perspective To Brand Extension," Business Excellence and Management, Faculty of Management, Academy of Economic Studies, Bucharest, Romania, vol. 13(4), pages 61-67, December.
    • Handle: RePEc:rom:bemann:v:13:y:2023:i:4:p:61-67
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    References listed on IDEAS

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    1. Chao, Chih-Wei & Reid, Mike & Mavondo, Felix T., 2012. "Consumer innovativeness influence on really new product adoption," Australasian marketing journal, Elsevier, vol. 20(3), pages 211-217.
    2. Salem A. Al-Jundi & Ahmed Shuhaiber & Reshmi Augustine, 2019. "Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value," Cogent Business & Management, Taylor & Francis Journals, vol. 6(1), pages 1698849-169, January.
    3. 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.
    4. 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.
    5. 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.
    Full references (including those not matched with items on IDEAS)

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