Using Dominance Measures To Evaluate Brand Extensions

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Using Dominance Measures To Evaluate Brand Extensions

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Author : Paul M. Herr
language : en
Publisher:
Release Date : 1993

Using Dominance Measures To Evaluate Brand Extensions written by Paul M. Herr and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Brand name products categories.

Brand Equity Advertising

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Author : David A. Aaker
language : en
Publisher: Psychology Press
Release Date : 2013-10-31

Brand Equity Advertising written by David A. Aaker and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-10-31 with Business & Economics categories.

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Brand Extension And Cognitive Style And Their Impact On The Consumers Evaluations

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Author : Jana Defontis
language : en
Publisher:
Release Date : 2020-07-21

Brand Extension And Cognitive Style And Their Impact On The Consumers Evaluations written by Jana Defontis and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-07-21 with categories.

Seminar paper from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2,3, University of Kaiserslautern, language: English, abstract: The purpose of this seminar work is to give an overview of existent research findings on brand extension and cognitive style and to examine what impact style of thinking has on consumers evaluations of brand extensions. Brand extension constitutes a common marketing strategy for entering into new segments and leveraging brand equity by expanding a brand, both, within and beyond the parent brand's product category. This strategy is often employed by management for leveraging existing brand beliefs and the overall image of the parent brand towards the newly launched product and thereby it is saving expenses with respect to measures for market launch considering advertising or price promotions, for example. Considerable effort in research has been conducted in exploring and understanding the success factors of brand extensions, with brand extension fit being identified as one of the main drives for an extension to succeed. In this context, a high brand elasticity is likely to result in more favorable evaluations for brand extensions in distant product categories. However, these findings cannot be generalized. Instead, it was found that the brand concept of the parent brand can significantly influence the elasticity and thus also the evaluation of the brand extension . In this respect, a distinction is generally made between two different brand concepts, namely prestige and functional.

Brand Meaning

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Author : Mark Batey
language : en
Publisher: Routledge
Release Date : 2015-12-07

Brand Meaning written by Mark Batey and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-12-07 with Business & Economics categories.

This second edition of Brand Meaning lays out new territory for the understanding of how brands both acquire and provide meaning. The author draws on his experience with leading international companies to propose a compelling framework for the conscious and unconscious ways in which people connect with products and brands. Revised and updated, it contains contemporary as well as classic examples of brand meaning in practice from various countries, and expands on the theory, methods and applications of brand meaning. The book’s multidisciplinary approach and concise yet comprehensive content makes it an ideal supplemental reader for undergraduate, graduate, and MBA courses, as well as valuable reading for practitioners in the fields of marketing, advertising and consumer research. For more information, visit www.brandmeaning.com.

Brand Positivity And Competitive Effects On The Evaluation Of Brand Extensions

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Author : Harish Kapoor
language : en
Publisher:
Release Date : 2009

Brand Positivity And Competitive Effects On The Evaluation Of Brand Extensions written by Harish Kapoor and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with categories.

The dominant approach used in brand extension research has focused on the role of fit in the extension evaluation process. The overemphasis on fit has resulted in research designs that involve singular evaluation of the extension without consideration of how competing brands in the target category might affect the evaluation of brand extensions. Singular evaluations are known to result in brand positivity effects; that is, brand extensions are evaluated more favorably than warranted. This research finds that singular evaluations, indeed, lead to brand positivity effects. However, brand positivity effects were mitigated when respondents were provided with competitive information along with target category structure and comparative/non-comparative brand positioning statements. Results also suggest that parent brand-extension fit, though an important determinant of an extension's assessment, plays a less critical role in a comparative evaluation context when an extension's brand strength in relation to its competition in the target category is accounted for. Therefore, the findings stress the importance of both competition and parent brand fit in making informed positioning decisions and more realistic predictions of extension success. The research demonstrates when, how and to what extent comparative evaluations result in lower extension ratings and provides managerial strategies to effectively introduce an extension.

Readings On Market Driving Strategies

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Author : Gregory S. Carpenter
language : en
Publisher: Prentice Hall
Release Date : 1997

Readings On Market Driving Strategies written by Gregory S. Carpenter and has been published by Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997 with Business & Economics categories.

Examining the links between consumer behavior and marketing strategy, this reader brings to light the behavioral foundations of competitive brand strategy. The authors gather and explore classic and contemporary views of consumer judgment and decision-making. Suitable for a market strategies course as well as a course or seminar on consumer behavior.

Shedding The Stigma

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Author : Dan Fawcett
language : en
Publisher:
Release Date : 2020

Shedding The Stigma written by Dan Fawcett and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.

There exists an abundance of marketing literature centred on how everyday brands can successfully execute brand extensions into new or similar categories to their parent brand. The majority of this research body focuses directly on the parent brand's influence on the extension, such as how an extension benefits from being associated with a renowned brand, the emotional attachment from loyal consumers, and the immediate equity generated by consumer familiarity with the parent brand's experience overall. A starting assumption of such work is the success of the parent brand. While this type of brand extension has received important attention, there is considerably less understanding of brand extensions from brands that are negatively evaluated, that launch extensions outside of their core category. In such cases, the brand extension may contradict or rival that of the parent's core business. In effect, this is exactly the case when brands operating in stigmatized industries such as gambling, alcohol, or cigarettes attempt extensions into comparatively-more upstanding categories. Examples of such circumstances include that of oil companies pursuing greener or more sustainable products, or cigarette manufacturers offering reduced-harm or smoking cessation solutions under different brand extensions. In response to environmental sustainability efforts, pro-health movements, and other social issues, stigmatized brands operating in the gambling, oil, or tobacco industries must evolve to stay relevant with increasingly critical consumers. Their actions are likely to be met with consumer scepticism, with the potential of the core stigma of their past and current operations transferring to comparatively virtuous commercial attempts, including that of a brand extension. Scant marketing literature exists to understand how consumers may evaluate virtuous or upstanding extensions by stigmatized brands. That is, an extension intended to rival or oppose the stigmatized category in which its parent-brand operates, and where its notoriety and stigma has principally been formed. This research explores the complexities of comparatively virtuous brand extensions (CVBEs) by stigmatized parent-brands and examining how extant research on successful brand extensions applies in this scenario. Specifically, I examine the dynamics of commonly-accepted brand extension success drivers in the context of a stigmatized brand attempting comparatively virtuous extension. The drivers themselves range from material measures such as marketing support and retailer acceptance, to more perceptual measures that connect the parent brand to the extension such as degree of 'fit', authenticity perceptions, and parent brand conviction and experience. Extant literature suggests that successful brand extensions are heavily influenced by a downward influence of the successful and positively perceived parent brand on the extension. In the case of this study, given the stigma associated with the parent brand, one must assume that no positive association would be transferred, jeopardizing the success and consumer perception of any extension attempt. This relationship also builds on the concept of brand stigma and the role it plays on extensions by stigmatized brands. By way of qualitative methods leveraging archival data, the findings show that the drivers of brand extension success based on the renown of the parent brand differ in the way they are represented for stigmatized brands and CVBEs. Most importantly, the relationship differs in the direction of the influence, where a CVBE viability depends on the influence it has on the parent brand. That is, how the extension's positioning and overall marketing message is leveraged by the parent brand. This introduces a new relationship to our current understanding of brand extensions: an extension's upward effect on the parent, with the study's findings indicating such a brand extension can work as a vehicle to de-stigmatize the parent brand. This concept contrasts the extant literature which has mainly posited the downward influence of the parent brand on the extension.

Branding And Brand Equity

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Author : Kevin Lane Keller
language : en
Publisher:
Release Date : 2002

Branding And Brand Equity written by Kevin Lane Keller and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002 with Business & Economics categories.

Sport Marketing

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Author : George R. Milne
language : en
Publisher: Jones & Bartlett Learning
Release Date : 1999

Sport Marketing written by George R. Milne and has been published by Jones & Bartlett Learning this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.

This edition presents cutting-edge conceptual and empirical approaches for managers to conduct relationships with consumers.

Research Methods In Personality And Social Psychology

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Author : Clyde Hendrick
language : en
Publisher: SAGE Publications, Incorporated
Release Date : 1990

Research Methods In Personality And Social Psychology written by Clyde Hendrick and has been published by SAGE Publications, Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1990 with Psychology categories.

Implementing and using the dyadic interaction paradigm, by William Ickes ... [e t al.]. Using electrodermal and cardiovascular measures of arousal in social psychological research, by Jim Blascovich, Robert M. Kelsey. A practical guide to the use of response latency in social psychological research, by Russell H. Fazio. Assessing frequency reports of mundane behaviors, by Norbert Schwarz. Computer simulation of social interaction, by Garold Stasser. Meta-analysis and the integrative research review, by Harris Cooper. Design issues in dyadic research, by David A. Kenny. Covariance structure modeling in personality and social psychological research, by Michael D. Coovert, Louis A. Penner, Robert MacCallum. Theory testing in personality and social psychology with structural equation models, by J.S. Tanaka [and others]. Personal design in social cognition, by Norman H. Anderson. Within-person correlational design and analysis, by John L. Michela. Idiographic and nomothetic perspectives on research methods and data analysis, by James Jaccard, Patricia Dittus.