Brand-extension price premiums: The effects of perceived fit and extension product category risk
Brand-extension price premiums: The effects of perceived fit and extension product category risk
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DOI：
10.1177/0092070304269753
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发表时间：
2005-03-01
影响因子：
18.2
通讯作者：
Smith, DC
中科院分区：
文献类型：
--
作者：
DelVecchio, D;Smith, DC
将一个强大的品牌扩展到一个新的产品类别的假设好处之一是能够获得相对于与较低资产品牌相关的可比产品的价格溢价。作者认为，品牌延伸的价格溢价部分是由于一个知名品牌的能力，以减少感知风险的客户在购买决策的经验。因此，可以预期溢价会根据与购买决策相关的风险而变化。作者操纵品牌与延伸产品之间的感知契合度和延伸产品类别风险的三个维度。他们发现，品牌延伸价格溢价与品牌和延伸类别之间的感知契合度呈正相关。然而，这种关系有很大的不同，取决于与推广产品类别相关的金融和社会风险水平。这些研究结果的理论，实践和未来的研究进行了讨论。
One of the assumed benefits of extending a strong brand into a new product category is the ability to capture a price premium relative to comparable products associated with lower equity brands. The authors argue that brand extension price premiums accrue in part due to the ability of a known brand to reduce the perceived risk customers experience in making purchase decisions. Accordingly, price premiums can be expected to vary depending on the risk associated with a purchase decision. The authors manipulated perceived fit between a brand and extension products and three dimensions of extension product category risk. They found that brand-extension price premiums are positively related to the perceived fit between the brand and the extension category. However this relationship varies considerably depending on the levels of financial and social risk associated with the extension product category. Implications of these findings for theory, practice, and future research are discussed.