Brand Extension Fit Research Articles

Sustainable Brand Extensions of Fast Fashion Brands; the Influence on Parent Brand Attitude

Abstract: Fashion industry to be one of the largest consumer industries & the second most polluting in the world because only a few industries confront as many sustainability issues as the fashion industry. This sustainability challenge is increasing day by day due to the nature of the fast fashion model, which have accelerated the consumption of fast fashion clothing goods made of poor quality and have short product lifespans. On the other hand, due to consumers’ and society’s rising demand for sustainable fashion products, fast fashion companies are investing heavily in integrating sustainability into their products or services. Most of these companies are adopting sustainable brand extension strategies for sustainable branding. The purpose of the study is to assess how younger Indian consumers’ parent brand attitudes are affected in the case of sustainable brand extension introduced by fast fashion brands. To address this purpose, a literature review was conducted before conducting the primary study by using a quantitative research design via a self- administered questionnaire. The result of primary research indicated that focusing on sustainable branding with a brand extension strategy is not misguided since it positively impacts brand attitude. The result of primary research indicated that focusing on sustainable branding with a brand extension strategy is not misguided since it positively impacts brand attitude. In addition, based on the multiple regression analysis, it concluded that all of the selected variables {brand influence (brand knowledge & brand affect), attitude towards sustainable brand extension (ATSBE), and consumer influence (fashion interest, social belonging, and sustainability concern)} are significantly correlated with brand attitude. In this process, brand influence factors are considered the most important in terms of affecting brand attitude. Therefore, for the effectiveness of sustainable brand extensions, companies should focus on not only brand extension fit but also brand factors such as brand knowledge and brand affect.

Extension of heritage brands and consumer purchase intention with the moderating role of pop culture involvement: an empirical analysis of time-honoured brands in China

PurposeThis study explores the influence of heritage brand extension on consumer purchase intention and analyses the effects of pop culture involvement. The extension of heritage brands is becoming increasingly difficult because such an extension needs to be consistent with the unique characteristics of brands and resonate with consumers. However, few scholars discuss the influence of consumers' level of pop culture involvement on brand extension and purchasing behaviour.Design/methodology/approachTaking time-honoured brands as an example, this study established a conceptual model based on a comprehensive review of the literature, and then tested the model using a sample of 255 respondents who were familiar with one of the selected Chinese time-honoured brands. Structural equation modelling was used to analyse the relationships amongst brand extension fit, pop culture involvement, perceived value and purchase intention.FindingsTime-honoured brand extension fit has a positive impact on consumer purchase intention, and this path is significantly influenced by the mediation mechanisms of perceived value. Situational pop culture involvement can significantly strengthen the relationship between time-honoured brand extension fit and perceived value, whereas enduring pop culture involvement does not.Originality/valueThe results clarify and expand on the different roles of cultural involvement in time-honoured brands and broaden research on the influence of cultural involvement in this regard. This study has significant theoretical value for the inheritance and revival of heritage brands and provides a reference for the practice of time-honoured brands.

Buyer perceptions of corporate brand extension attractiveness and fit in B2B services

This study explores buyer perceptions of corporate brand extension attractiveness in B2B services, focusing on influencing roles of corporate image, extension fit, and other sources of extension appeal. Two case companies are explored qualitatively in the facility service and industrial consultancy industries, including 28 semi-structured interviews with buyers of the corporate brand's original services and service extensions. Corporate brand heritage, breadth and extension frequency influenced brand extension attractiveness. Image fit and service fit were identified as dimensions of brand extension fit, while other sources of attractiveness related to service characteristics and the buying context, including buyer-seller relationship strength and the characteristics of the buying process. By exploring buying experience over time, the dynamic natures of brand extension attractiveness and fit are discussed. This study contributes to brand extension research by identifying novel sources of brand extension attractiveness to guide future studies, and by adding new understandings of the benefits and risks of business growth through extending brands in B2B service markets.

Understand consumers' true views on new energy vehicles through behavioral reasoning and brand extension fit

Due to avoid environmental pollution, promoting new energy vehicles has become a national strategic tool widely supported by national policies, and the trend of cross-border car manufacturing has aroused the attention of society, car manufacturers, and policymakers. Many previous studies have analyzed the public's acceptance of new energy vehicles. However, few studies have distinguished the true views of consumers, which involve whether consumers' attitudes and intentions toward new energy vehicles are true and whether consumers have a more aggressive risk appetite for new energy vehicles and are willing to accept new energy vehicles. To address this gap, we construct a research framework based on behavioral reasoning theory and introduce brand extension fit to assess consumers' true attitudes, intentions, and risk preferences for new energy vehicles. According to the characteristics of potential new energy vehicle consumers, we recruited 586 participants. Our research results show that, first, reasoning plays an essential role in the formation of consumers' attitudes and intentions. Consumers' attitudes toward new energy vehicles comprehensively consider “reasons for” and “reasons against”, while “reasons against” are suppressed in consumer intentions that are closer to consumer behavior. Second, the brand extension fit has a significant moderating effect on the reasoning of consumers' purchase decisions, which indicates that consumers' views on new energy vehicles are more conservative than innovative. Finally, based on our survey results, we provide valuable suggestions for policymakers and automobile manufacturers.

Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alhambra y el Generalife

Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category. Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software. Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit. Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage. Originality and value: This work contributes to the existing knowledge about the process to the formation of brand-extension loyalty of brand of cultural heritage site, taking into account the perceptions about the parent brand in terms of attitude and image. Also, this study examines the moderating role of brand extension fit and the level of involvement with the category.

In search of fit or authenticity? A product-type consumer decision in celebrity brand extensions

PurposeCelebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables.Design/methodology/approachScenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions.FindingsBrand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension.Originality/valueA better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

Dimensions of brand-extension fit

A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Yet this large body of literature fails to provide managers with specific practical guidance about how to create brand-extension fit for optimal results. The problem is a lack of understanding of what brand-extension fit really is, and there has been little work to address this issue by synthesizing the key dimensions of brand-extension fit. The current article addresses this gap by identifying the key constituent dimensions of brand-extension fit. This is an important topic because brand extensions are essential for business renewal and growth.We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. Each dimension addresses a different aspect of brand-extension fit and suggests ways for brand managers to create brand-extension fit. Less expected is that studies that use a strict subset of these dimensions overweight those fit dimensions that are included, and the associated estimated coefficients are biased. From a managerial perspective, counterfactual analysis also shows that reliance on a strict subset of these dimensions results in suboptimal decisions.

How does parent heritage brand preference affect brand extension loyalty? A moderated mediation analysis

Firms with high brand equity often employ the strategy of brand extension to place new products on the market. Very few studies have analyzed brand extensions in the cultural heritage context, and fewer still have dealt with brands carrying the World Heritage hallmark. This work contributes to the existing knowledge in this field by examining how cultural heritage brand preference contributes to the formation of brand-extension loyalty, taking into account the tourists' perceptions of the extension (via attitudes and image) and the moderating role of brand extension fit and authenticity. A 2 (high vs. low brand extension fit) x 3 (high, moderate, and low degree of brand extension authenticity) between-subjects experimental design was used. The results show that parent brand preference exerts a positive effect on brand extension loyalty, mediated by brand extension attitude and brand extension image. These relationships are moderated by brand extension fit.

By-Brand or By-Category? The Effect of Display Format on Brand Extension Evaluation

Although consumers often encounter brand extensions for the first time during a store visit, most research on brand extensions does not take into consideration how product display in retail environments might affect evaluation of a brand extension. We explore the effect of two distinct display formats on brand extension evaluations: by-brand display, where a brand extension is presented in the context of other products made by the same parent brand (e.g., Nike razors displayed with Nike sneakers, Nike sportswear, etc.), and by-category display, where a brand extension is presented in the context of competing brands within the extension category (e.g., Nike razors displayed with Philips razors, Gillette razors, etc.). Three studies demonstrate that low fit extensions of high quality brands are evaluated more favorably when displayed by-category than by-brand, whereas high fit extensions of low quality brands are evaluated more favorably when displayed by-brand than by-category. In support of the proposed underlying mechanism, we show that display format influences consumers’ evaluations of brand extensions by changing the weight of importance given to parent brand quality and brand-extension fit information. Finally, we demonstrate that display format not only influences evaluation of the extension, but also has downstream consequences for the consumption experience with the extension.

The effect of fit and authenticity on attitudes toward the brand extension: The case of the Monumental Complex of the Alhambra and Generalife

Abstract As a widely-used strategy among firms wishing to launch new products, brand extension has been the focus of numerous studies in recent years. However, very few works have focused on analysing brand extensions in the cultural context – that is, the use of a brand linked to cultural heritage as the parent brand from which to grow the extension. The present investigation is designed to shed light on this issue, taking the Monumental Complex of the Alhambra and Generalife (MCAG) as the parent brand for analysis. The work examines the effect of two factors, brand extension fit and brand extension authenticity, on attitudes toward the brand extension. A between-subjects experimental design was used: 2 (high vs. low degree of brand extension fit) × 3 (high, moderate, and low degree of brand extension authenticity). The results demonstrate that there is a transfer of positive effect from the MCAG parent brand to the brand extension, and that the greater the degree of the extension's authenticity relative to the Monumental Complex, the stronger this transfer.

Comparing consumer evaluations of services-to-services brand extensions with services-to-goods

PurposeThe purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension.Design/methodology/approachA survey design was used to collect data from 626 individual respondents. The respondents were selected using probability sampling from two cities in India. The data were analyzed using structural equation modeling (SEM).FindingsThe study indicated that context (SS or SG) moderated the influence of factors on attitude toward brand extension. A favorable attitude towards the parent brand had a greater positive influence on SS brand extension compared with SG brand extension. Quality variance among service types under the parent brand had a higher negative impact on attitude towards SG brand extension than on attitude towards SS brand extension.Practical implicationsManagers may prefer extending a service brand to another service rather than a good when consumers have a favorable attitude towards the brand. Furthermore, when the perceived quality of service types under a service brand varies substantially, extension of the brand to a good requires greater concern than extension to a service.Originality/valueThe unique contribution of this study is the examination of the moderating influence of the characteristics of an offering (SS vis-à-vis SG) on the link between brand extension attitude and its influencing factors.

Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality

This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brand–extension fit exerts on consumer evaluations of both extensions and the parent brand. Two studies manipulate fit in terms of either brand concept consistency or product feature similarity. Lower fit results in negative consumer responses, yet an elaborational advertising strategy mitigates the negative effects of lower fit on extension evaluations. This mitigating effect is stronger for high quality than for average quality brands. The results also indicate extension feedback effects for the parent brand, suggesting that elaborational advertising strategies may reduce the impact of fit on parent brand feedback effects. This latter link is not moderated by parent brand quality.

Sustainable brand extensions of fast fashion retailers

Purpose – The purpose of this paper is to examine consumer perceptions of a potential sustainable line extension introduced by a specific fast-fashion retailer. Following brand-extension theory, the study seeks to identify the influences of knowledge of and involvement with the cause of sustainability, as well as knowledge and affect toward brand, on the evaluation of a sustainable line extension. Design/methodology/approach – Participation was limited to those with in-store browsing experience with either Zara or H&M in the past 12 months. A self-administered online survey was developed using the written scenario approach. After several screening processes, 598 completed surveys were deemed usable for statistical analysis. Findings – Findings identified significant cause and brand effects on brand-cause fit and brand-extension fit. In turn, brand extension was significantly predicted by brand-cause fit and brand-extension fit. In addition, the results of the study indicated that consumers do view sustainable products as fitting with fast-fashion retailers, based on their previous knowledge and affect regarding the brand and the cause. Originality/value – This study sought to identify consumers’ perceptions of sustainable brand extension introduced by a fast-fashion retailer. Implications for retailers included leveraging consumers’ past knowledge and affect regarding the brand through marketing of the sustainable product.

Strategic benefits of low fit brand extensions: When and why?

Brand extensions have the potential to both enhance liking of the brand extension and induce positive spillover effects on the parent brand. Such dual outcomes enhance the brand's growth potential. We propose and empirically demonstrate that three variables endemic to any brand extension decision (brand reputation, brand extension fit, brand extension benefit innovativeness) jointly impact these positive outcomes. For strong reputation brands, these dual outcomes are maximized when the brand extension is low in fit and offers innovative benefits because low fit motivates consumers to process innovative brand extension information more deeply. For weak reputation brands, these effects are maximized when the brand extension is high in fit and offers innovative benefits because high fit strengthens consumers' trust in the weak brand's ability to deliver promoted benefits. The results suggest two distinct brand growth strategies for strong and weak reputation brands respectively.

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

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.

English

Brand extension strategy, based on the idea that the built-in value of the familiar brand name is transferable to new products. The major aim of this research paper was to find out that how consumer evaluate brand Extension. Authors have used four variables to establish the relationship with the dependent variable “consumer evaluation” of brand extension. The variables used in the study were listed as (1) Innovativeness (2) Multiple Brand extensions (3) Brand concept and consistency (4) Brand extension fit. In addition, four real life brands have been used as stimulus in this study. Questionnaire was developed and through Convenience sampling; it was administrated among sample population of 110. Regression analysis was used as statistical tool to analyze the relationship among dependent and independent variables. The findings showed that Consumer evaluation would be positive for those brand extensions that have a strong reputation for introducing multiple brands. Likewise, there was a positive relationship between consumer level of innovativeness and how consumer evaluates brand extension. Innovative consumers were more positive and favorably inclined towards brand extensions.

The impact of perceived brand globalness, brand origin image, and brand origin–extension fit on brand extension success

This research investigates perceived brand globalness, brand origin image, and brand origin–extension fit as drivers of brand extension success that are mediated through parent brand quality and brand–extension fit. The authors present two complementary studies based on consumer samples from a mature and an emerging market respectively. In both studies, out of all drivers examined, the brand origin–extension fit has the strongest effect on brand extension success both in terms of quality evaluations and purchase intentions. The findings further indicate that extension success is more influenced by consumers’ perceptions of the country from which the focal brand originates than by their perceptions of the brand’s global availability and reach. Implications of the findings for theory and practice are considered and future research directions identified.

The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers' Focus from Fit to Quality

It is well established that consumers' evaluations of brand extensions depend on the quality of the parent brand and the fit between that brand and the extension category. The authors propose that the relative importance of these two factors is influenced by two key features of a typical shopping environment: the presence of visual information and the availability of comparison brands. In particular, the authors demonstrate that adding pictures and enabling brand comparisons shift consumers' preference from extensions of better-fitting brands to extensions of higher-quality brands. The authors propose that this occurs because pictures and brand comparisons create a more concrete representation of the extension, which in turn increases the importance of parent brand quality relative to brand–extension fit. They provide support for this underlying mechanism and discuss the practical implications of their findings.

If you feel it now you will think it later: The interactive effects of mood over time on brand extension evaluations

AbstractWhile mood has been found to affect brand extension evaluations, the specific mechanisms by which it affects those evaluations remain largely untested. This study suggests that mood‐induced differences in cognitive processing style (relational vs. item‐specific elaboration) are possible explanations affecting brand extension evaluations. Results of two experiments showed that consumers in a positive (vs. negative) mood engaged in relational (vs. item‐specific) elaboration and consequently evaluated brand extensions and brand extension fit more favorably than consumers in a negative mood. The effects were found immediately after exposure (Experiment 1) and after a one‐week delay (Experiment 2). Theoretical and practical implications are discussed. © 2011 Wiley Periodicals, Inc.

Brand positivity and competitive effects on the evaluation of brand extensions

The dominant approach in brand-extension research has focused on the role of fit in the extension evaluation process. Overemphasis on fit has resulted in research designs that involve singular evaluation of the extension without considering 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 is warranted. This research finds that singular evaluations do indeed lead to brand positivity effects. However, brand positivity effects are 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 is accounted for in relation to its competition in the target category. 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 introduce an extension effectively.