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Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations

Author

Listed:
  • Géraldine Michel

    (GREGOR - Groupe de Recherche en Gestion des Organisations - UP1 - Université Paris 1 Panthéon-Sorbonne - IAE Paris - Sorbonne Business School)

  • Naveen Donthu

    (Georgia State University - USG - University System of Georgia)

Abstract

This research introduces the concept of brand association centrality and distinguishes central brand associations (CBAs) and peripheral brand associations (PBAs). Study 1 shows that the consistency with CBAs and PBAs influences perceived brand extension fit. However, the brand extension consistency with CBAs positively affects consumer–brand extension evaluations, while the brand extension consistency with PBAs does not have a significant effect. Study 2 demonstrates the mediating role of perceived fit between brand extension consistency with CBAs and brand extension evaluations. The study shows that the more inconsistent the product extension is with CBAs, the more the brand's image is altered and the faster brand evaluations deteriorate. In contrast, the brand extension inconsistency with PBAs does not affect brand evaluations.

Suggested Citation

  • Géraldine Michel & Naveen Donthu, 2014. "Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations," Post-Print halshs-01898203, HAL.
    • Handle: RePEc:hal:journl:halshs-01898203
    DOI: 10.1016/j.jbusres.2014.03.020
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    Cited by:

    1. Luke Butcher & Billy Sung & Kate Raynes-Goldie, 2019. "Gotta catch ‘em all: invigorating Pokémon through an innovative brand extension," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 227-239, May.
    2. 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.
    3. Garner, Benjamin & Hollenbeck, Candice R., 2023. "The role of natural scarcity in creating impressions of authenticity at the Farmers’ market," Journal of Business Research, Elsevier, vol. 167(C).
    4. repec:ipg:wpaper:2014-598 is not listed on IDEAS
    5. Atadil, Hilmi A. & Sirakaya-Turk, Ercan & Baloglu, Seyhmus & Kirillova, Ksenia, 2017. "Destination Neurogenetics: Creation of destination meme maps of tourists," Journal of Business Research, Elsevier, vol. 74(C), pages 154-161.
    6. Evandro Luiz Lopes & Ricardo Teixeira Veiga, 2019. "Increasing purchasing intention of eco-efficient products: the role of the advertising communication strategy and the branding strategy," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 550-566, September.
    7. 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.
    8. Divakaran, Pradeep Kumar Ponnamma & Xiong, Jie, 2022. "Eliciting brand association networks: A new method using online community data," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    9. Chang Joseph W., 2017. "The adverse effects of inferior innovations," Management & Marketing, Sciendo, vol. 12(3), pages 361-375, September.
    10. Ulrich, Isabelle & Azar, Salim L. & Aimé, Isabelle, 2020. "Stay close but not too close: The role of similarity in the cross-gender extension of patronymic brands," Journal of Business Research, Elsevier, vol. 120(C), pages 157-174.
    11. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    12. Ari-Matti Erjansola & Jukka Lipponen & Kimmo Vehkalahti & Hanna-Mari Aula & Anna-Maija Pirttilä-Backman, 2021. "From the brand logo to brand associations and the corporate identity: visual and identity-based logo associations in a university merger," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 241-253, May.
    13. Hou, Pengwen & Zhen, Ziyan & Pun, Hubert, 2020. "Combating copycatting in the luxury market with fighter brands," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 140(C).

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