The Importance of the Brand in Brand Extension
The Importance of the Brand in Brand Extension
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DOI：
10.1177/002224379403100206
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发表时间：
1994-05
影响因子：
6.1
通讯作者：
Susan M. Broniarczyk;J. Alba
中科院分区：
文献类型：
--
作者：
Susan M. Broniarczyk;J. Alba
最近的研究已经确定了影响消费者对品牌延伸感知的两个因素：品牌影响以及原始和延伸产品类别之间的相似性。然而，令人惊讶的是，很少有人关注该品牌本身的其他联系。作者进行了三项实验，以探索这些联系的相对重要性。实验表明，特定品牌的联想可能主导品牌情感和类别相似性的影响，特别是当消费者对品牌的了解较高时。作者最后讨论了这些发现对管理决策和消费者评估品牌延伸的过程的影响。
Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, surprisingly little attention has been paid to other associations specific to the brand itself. The authors perform three experiments to explore the relative importance of these associations. The experiments reveal that brand-specific associations may dominate the effects of brand affect and category similarity, particularly when consumer knowledge of the brands is high. The authors conclude by discussing the implications of these findings for managerial decision making and the process by which consumers evaluate brand extensions.