IDEAS home Printed from https://ideas.repec.org/a/taf/jmedec/v30y2017i4p173-190.html
   My bibliography  Save this article

Feedback effect of brand extension in cable networks established by parent newspaper brands: applying expectation disconfirmation theory

Author

Listed:
  • Sang Ki Baek
  • Sang-Hyun Nam
  • Byeng-Hee Chang

Abstract

In the present study, we constructed a new research model to understand the feedback effects of brand extension by applying expectation disconfirmation theory to a real-world case of brand extension among South Korean newspapers. We found that the feedback effect was significant in brand extension efforts between the newspaper and broadcast industries. In addition, the relationships between evaluations of the extension brand and the parent brand were mediated by variables defined by expectation disconfirmation theory, including perceived performance and expectation disconfirmation. We also found that expectation disconfirmation can affect evaluations of the parent brand regardless of the perceived fit. Finally, we verified that expectation disconfirmation differs according to the level of perceived fit.

Suggested Citation

  • Sang Ki Baek & Sang-Hyun Nam & Byeng-Hee Chang, 2017. "Feedback effect of brand extension in cable networks established by parent newspaper brands: applying expectation disconfirmation theory," Journal of Media Economics, Taylor & Francis Journals, vol. 30(4), pages 173-190, October.
    • Handle: RePEc:taf:jmedec:v:30:y:2017:i:4:p:173-190
    DOI: 10.1080/08997764.2018.1515766
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/08997764.2018.1515766
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/08997764.2018.1515766?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.

    More about this item

    Statistics

    Access and download statistics

    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:taf:jmedec:v:30:y:2017:i:4:p:173-190. 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.

    We have no bibliographic references for this item. You can help adding them by using 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: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/HMEC20 .

    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.