Parent Brand Attitudes Research Articles

Incorporating new variables into a model of brand extension in fast fashion

This study tests a brand extension in fast fashion to explore the extension’s effect on the parent brand. It investigates whether extensions to varyingly distant product classes modify customers’ attitudes toward the parent brand. University students from the Technical University of Liberec, the Faculty of Economics (Czech Republic), aged 22-25 years, participated in an online survey for this study. The number of respondents was 310. The outcomes are relevant for this segment of customers. The model with classic brand extension factors (perceived fit (FIT), attitudes toward the brand extension (ATE), parent brand attitude change (PBCH)) was constructed. Factors of fashion leaders and emotional variables (e.g., trust and loyalty) were added to the model. The model was tested using structural equation modeling (SEM) in AMOS software and was statistically significant (Chi-squared value of 6.402, p = 0.171). A positive relationship was observed between FIT and ATE (β = 0.534, p-value = 0.000), the same as trust and ATE (β = 0.693, p-value = 0.000). Equally, ATE had a significant positive impact on PBCH (β = 0.722, p-value = 0.000) and trust and loyalty (β = 0.649, p-value = 0.000). Loyalty negatively affects ATE (β = -0.126, p-value = 0.010), indicating that these customers may have problems with brand extension, similar to a fashion leader (β = -0.126, p-value = 0.010). TRUST has a negative effect on the PBCH (β = -0.338, p-value = 0.000). Insights derived from this study hold substantial relevance for marketers in fast fashion aiming to prepare brand extensions effectively. AcknowledgmentThis work is supported by the Technical University of Liberec, Faculty of Economics – internal grant.

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.

Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions

PurposeIn recent years, brand extension has become a popular and fundamental strategy of most luxury brands. The purpose of this paper is to clarify the factors that affect the success of luxury brand extensions by incorporating luxury brand value perceptions, parent brand attitude, fit perceptions and consumers’ product category involvement and innovativeness in a holistic model. The model is tested for two hypothetical luxury brand extensions types: complement and transfer.Design/methodology/approachThis study employs a fuzzy-set qualitative comparative analysis (fsQCA) technique to identify the variables that combine to produce a positive or a negative attitude towards luxury brand extensions. The research was conducted on 555 young women professionals (254 for brand extension Type 1 – complement (umbrella); and 301 for brand extension type – transfer (seating furniture), respectively).FindingsThe results show that perceived fit between the parent brand and extension is a necessary condition for a positive evaluation of both extension types. Other than perceived fit, hedonic and symbolic values and consumer involvement are proven to be necessary antecedent conditions for the evaluation of transfer extensions. This study also proposes several configurations for forming a positive attitude towards each brand extension type and makes implications for luxury managers and further research.Originality/valueThe results of the research are significant in several ways. First, this study adds to the extant literature by exploring a somehow neglected subject: luxury fashion brand extensions. The study tests a more holistic model than those of previous studies on luxury brand extensions and utilises two different extension contexts adapted from Aaker and Keller (1990). Second, this study is the first to apply fsQCA to identify the factors of luxury brand extension evaluations. fsQCA is highly applicable to large-scale data without the loss of detail or the potential for complexity.

The Effects of Parent Brand Attitudes and Congruity- incongruity of Utilitarian and Hedonic Attributes on Extension Evaluations: Gaining Insights for the Desirable Positioning

The Effects of Parent Brand Attitudes and Congruity- incongruity of Utilitarian and Hedonic Attributes on Extension Evaluations: Gaining Insights for the Desirable Positioning

The Asymmetric Effects of Positive Or Negative Experiences with an Extension on Low- or High-Equity Parent Brands: A Microtheoretical Notion

We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs. high-equity brands. By using a three-wave longitudinal design, we assess both the immediate and delayed intra-individual influence of an experience with an extension on evaluations of the core brand. We find support for the microtheoretical notion that the valence of the experience with an extension has asymmetric effects on parent brand attitudes depending on the equity of the core brand. Good experiences with extensions result in greater attitude enhancement for low-equity brands, whereas bad experiences lead to greater attitude dilution for high-equity brands. These results are primarily due to the disconfirmation of expectations associated with the core brand, not the differential diagnosticity of the experience with the extension. Although the immediate effects are stronger than the delayed effects, the asymmetric feedback effects persist over time and beyond the context in which the experience occurred.

The Asymmetric Effects of Positive or Negative Experiences with an Extension on Low- vs. High-Equity Parent Brands: A Microtheoretical Notion

We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs. high-equity brands. By using a three-wave longitudinal design, we assess both the immediate and delayed intra-individual influence of an experience with an extension on evaluations of the core brand. We find support for the microtheoretical notion that the valence of the experience with an extension has asymmetric effects on parent brand attitudes depending on the equity of the core brand. Good experiences with extensions result in greater attitude enhancement for low-equity brands, whereas bad experiences lead to greater attitude dilution for high-equity brands. These results are primarily due to the disconfirmation of expectations associated with the core brand, not the differential diagnosticity of the experience with the extension. Although the immediate effects are stronger than the delayed effects, the asymmetric feedback effects persist over time and beyond the context in which the experience occurred.

Self-Brand Personality Differences and Attitudes towards Electric Cars

In two representative Belgian samples, by means of an online survey, we investigate the effect of self-brand personality differences on car brand evaluation, the evaluation of an eco-friendly branded electric car extension and the evaluation of car brands after electric extension. We show that self-brand personality differences influence the attitude towards car brands. The relative importance of personality dimensions that drive extension judgment and parent brand attitudes after electric extension is different from that of brand evaluation without extension. More particularly, perceptions of a brand being more responsible than one’s self is a much more important driver of brand evaluation after electric extension than without extension. Car personality characteristics, such as activity and sophistication, drive brand evaluations before, as well as after electric extension. These effects are moderated by brand ownership in that the relative importance of brand personality dimensions is different for brand owners than for consumers who do not own a specific brand. Car manufacturers can fine-tune their marketing approach when launching eco-friendly extensions, taking into account that, in this context, partly different self-brand personality fit considerations are used by consumers than for car brands without electric extension.

Perceived fit and deal framing: the moderating effect of perceived fit on sales promotions in line and brand extensions

Purpose– The purpose of this study is to examine how perceived fit between a line/brand extension and its parent brand moderates the evaluation of two economically identical promotions, i.e. buy one get one free (BOGOF) and 50 per cent off. A travel-sized painkiller is the product in this study.Design/methodology/approach– A 2 (perceived fit: high or low) × 2 (promotion type: BOGOF or 50 per cent off) between-subjects design is used in this study. Participants, who are college students, are randomly assigned to the four experimental conditions.Findings– The results indicate that parent brand attitude is more closely associated with line-extension attitude than with brand-extension attitude, line extension leads to lower perceived performance risk and higher stockpiling tendency than brand extension and BOGOF is preferred over 50 per cent off for line extension but 50 per cent off is preferred over BOGOF for brand extension.Research limitations/implications– For a low-price, non-conspicuous and stock-up product category such as painkillers, marketers should consider using BOGOF to promote a line extension and 50 per cent off to promote a brand extension. It is important to explore in future research as to how the findings can be applied to other product categories, other promotion types, other packages and non-student consumers.Originality/value– This study is the first that examines how perceived fit of a line/brand extension moderates the evaluation of economically identical promotions. It integrates the literature of line/brand extension, perceived performance risk and prospect theory to advance the research on sales promotions for new products.

Influence of parent brand attitude and self-brand congruity on consumer response to green brand extensions for apparel products

Brand extensions allow brands with a loyal market following to engage in new sustainability efforts with less assumed risk. Green brand extensions not only appeal to consumers who share similar environmental values, but also is a fast-track marketing to the parent brand's customer base. This study examined how consumers' perceptions of the parent brand influence their response to green brand extensions. Examination of two variables, brand attitude and self-brand congruity, offers insight into whether a certain core group of customers who identify with the parent brand would be a more promising market for green brand extensions. Data from female college students show consumers who strongly identify with the parent brand may care less about the green brand extension but make direct decisions to purchase based on their preference for the parent brand name. Implications for companies to become leaders of sustainable business practices are discussed.

Is corporate rebranding a double-edged sword? Consumers` ambivalence towards corporate rebranding of familiar brands

Corporate rebranding has been evident in the qualitative corporate rebranding studies as an imposed organizational change that induces mixed reactions and ambivalent attitudes among consumers. Corporate rebranding for the established and familiar corporate brands leads to more ambivalent attitudes as these companies represent larger targets for disparaging information. Consumers are found to hold both positive and negative reactions toward companies and brands that they are familiar with. Nevertheless, the imposed change assumption and ambivalent attitude, in particular corporate rebranding, have never been widely explored in the quantitative corporate rebranding studies. This paper aims to provide a comprehensive empirical examination of the ambivalence towards rebrandingrebranded brand attitude-purchase intention relationships. The author proposes that corporate rebranding for familiar corporate brands is a double-edged sword that not only raises the expectation for better performance, but also induces conflicted and ambivalent attitudes among consumers. These consumers` ambivalent attitudes are influenced by both the parent brands-related and general attitude factors which further affect their rebranded brand attitude and purchase intention. A total of 156 useable questionnaires were collected from Malaysian working adults; and two established Malaysian airfreight operators were utilized as the focal parent brands. The study found a significant impact of prior parent brand attitudes on ambivalence towards rebranding (ATR). The parent brand attitudes served as anchors in influencing how new information was processed (Mazaheri et al., 2011; Sherif & Hovland, 1961) and closely related to behavioral intention (Prislin & Quellete, 1996). The ambivalent attitudes experienced were higher when individuals held both positive and negative reactions toward the parent brands. Consumers also held higher ambivalent attitudes when they preferred one of the parent brands; while disliked the other brand. The study also found significant relationships between the lead brand and the rebranded brand attitude; and between the partner brands and ATR. The familiar but controversial partner brand contributed significantly to the ambivalent attitudes experienced; while the more established lead brand had significant impact on the rebranded brand attitude. The lead and partner brands, though both familiar, represented different meanings to consumers. The author attributed these results to the prior parent brand attitudes, the skepticism and their general ambivalence toward the corporate rebranding. Both general attitude factors (i.e. skepticism and general ambivalence towards rebranding) were found to have significant positive impacts on ATR. Skeptical individuals questioned the possibility of a successful rebranding (Chang, 2011) and were more careful with their evaluations toward ‘too god to be true’ or ‘made in heaven’ pair of companies. The embedded general ambivalent attitudes that people held toward rebranding could be triggered from the associative network by the ambiguous situation (Prislin & Quellete, 1996). In addition, the ambivalent rebranded brand attitude was found to lower down purchase intention, supporting Hanze (2001), Lavine (2001) and van Harreveld et al. (2009)`s studies. Ambivalent individuals were found to prefer delay decision making by choosing around the mid-ranged points in ‘willingness to buy’ scale. The study provides several marketing implications. Ambivalence management is proven to be important to corporate rebranding to minimize the ambivalent attitudes experienced. This could be done by carefully controlling the parent brands-related and general attitude factors. The high ambivalent individuals are less confident with their own conflicted attitudes and are motivated to get rid of the psychological discomfort caused by these conflicted attitudes (Bell & Esses, 2002; Lau-Gesk, 2005; van Harreveld et al., 2009). They tend to process information more deeply (Jonas et al., 1997; Maio et al., 2000; Wood et al., 1985) and pay more attention to message that provides convincible arguments. Providing strong, favorable and convincible message is hence effective in alleviating consumers` ambivalent attitudes. In addition, brand name heuristic could be utilized because the rebranding strategy sends important signal to consumers about the changes that happen or going to happen. The ambivalent individuals will pay attention to both brand name heuristic and rebranding message in their effort to alleviate the psychological discomfort caused by ambivalent attitudes. The findings also provide insights to Malaysian and airline operators for a better planning and implementation of corporate rebranding exercise.

Exploring ethnic consumer response to crossover brand extensions

This research uses a social identity theory approach to investigate the impact of cultural identity on ethnic consumer response to ethnic crossover brand extensions—brands associated with one ethnic group that crossover into a product category associated with another ethnic group (e.g., McDonald's Café con leche). Study 1 demonstrates that the manner in which crossover brand extensions blend ethnic consumers' in-group and out-group cultural representations impact brand extension cultural fit and parent brand attitudes, and perceived ethnic target market impacts brand extension attitudes. Study 2 demonstrates that high ethnic embeddedness extensions strengthen ethnic consumers' self-brand connections. These findings provide managerial implications for practitioners considering a crossover brand extension strategy.

The Effect of Foodservice Brand Extentsion on Purchase Intention - Focusing on the interactions among Parent-brand Attitude, Fit and Perceived Risk -

The Effect of Foodservice Brand Extentsion on Purchase Intention - Focusing on the interactions among Parent-brand Attitude, Fit and Perceived Risk -

The Effect of Foodservice Brand Extentsion on Purchase Intention - Focusing on the interactions among Parent-brand Attitude, Fit and Perceived Risk -

The Effect of Foodservice Brand Extentsion on Purchase Intention - Focusing on the interactions among Parent-brand Attitude, Fit and Perceived Risk -

Success Factors of Cable Network Brand Extension: Focusing on the Parent Network, Composition, Fit, Consumer Characteristics, and Viewing Habits

This study suggested a total of 7 hypotheses regarding variables affecting viewers' attitudes toward cable network brand extension. The regression analysis showed that 5 of the 7 hypotheses were accepted. Specifically, parent brand attitude, brand portfolio quality variance, the number perception of sub-brands, perceived fit, and innovativeness were found to significantly affect brand extension attitudes while parent brand familiarity and channel repertoire were shown not to be significant. Also, gender and income were found to affect brand extension attitude.

Brand extension feedback effects: A holistic framework

This study models the impact of brand extensions on parent brand attitudes. The article is positioned around a holistic framework, enabling four major new contributions. First, it explains inter-relationships among major determinants of feedback. Second, it presents a rank-order of major determinants of feedback. Third, it presents a fresh perspective on the integrating role of fit. Fourth, it models the effect specifically on the change in parent brand attitude. A further contribution is a first-of-its-kind application to India. Results indicate that the two strongest effects on brand extension feedback were perceived fit and parent brand image. The article outlines four principles for effective brand extension design and communication strategy. A precondition for launching a brand extension is a strong parent brand. Once this condition is met, the design as well as the communication strategy of the brand extension should emphasize the fit with the parent using appropriate brand elements. Positive attitudes towards the extension per se should be developed to create added value perceptions for consumers.

유통경로 유형별 모 브랜드태도와 브랜드확장 평가도의 관계

본 연구는 브랜드확장 평가에 대한 범주화 평가과정 모델(categorical evaluation processes model)을 참고하여 유통경로 유형별 광고태도(Aad), 점포태도, 브랜드태도(Ab), 브랜드확장 평가도, 확장제품 구매의도들 간의 구조적인 관계에서 영향력의 차이를 실증적으로 검증하려 하였다. 연구 결과, "유통경로 유형 모 브랜드태도가 브랜드확장 평가도와 확장제품 구매의도에 미치는 영향의 정도에 차이가 있을 것이다." 라는 여섯 가지 가설 중에서 점포태도와 브랜드태도와의 관계, 브랜드태도와 브랜드확장 평가도와의 관계, 브랜드확장 평가도와 확장제품 구매의도와의 각 이론변수간의 관계에서만 각 유통경로 유형별로 영향력이 다르게 미치는 것으로 나타났다. 따라서, 유통경로 유형별 브랜드확장평가는 모 브랜드태도와 브랜드확장평가도와의 관계를 소비자관점에서 구조적으로 분석하여야 하며 이는 브랜드확장 제품 유통경로구조 개선에 중요한 정보를 제공하고 브랜드확장 성공률을 높일 수 있다. This study analyzed the structural correlation between parent brand attitude, including attitude toward the advertisement, attitude toward the store and brand attitude, and brand extension evaluation, relationships among which are conceived as a brand extension evaluation process. The result of analysis, revealed statistical significances of the differences in the effect levels between attitude toward store and brand attitude, between brand attitude and brand extension evaluation level, and between brand extension evaluation level and purchase intention of an extended product depending on the choice of distribution channel type. Therefore the evaluation level of brand extension should be analyzed by structural relationship model based on the consumer behavior's viewpoint with distribution channel type and it can provide the important information for restructuring distribution channel and increase the level of the successful brand extension.

Cooperative Brand Alliances: How to Generate Positive Evaluations

This paper examines consumer evaluations of cooperative branding alliances (co branding) in a consumer marketing context. These co branding alliances are described as the pairing of two or more brands to form a separate and unique product, with their success being reliant on producing positive consumer evaluations. Data was gathered from 194 respondents with qualitative and quantitative findings showing that in order to achieve positive consumer evaluations of co branded offerings, brand partners independently require positive parent brand attitudes as a precondition. Furthermore, high levels of perceived parent brand fit is also a requisite for creating favourable co brand evaluations, albeit the moderating influence of ‘parent brand fit’ on how consumers evaluate co brands received mixed results.

The reciprocal effects of extension quality and fit on parent brand attitude

The evidence for the reciprocal effects of a brand extension on its parent brand is unclear. An experiment was conducted to investigate the impact of an extension's quality, its fit with the parent brand, and parent brand dominance, on parent brand evaluation. The paper finds that extension quality and fit did not dilute parent brand attitude; in other words, an extension either left parent brand attitude unchanged or enhanced it moderately. The only effect of brand dominance was that it enhanced parent brand attitude when the extension was a good fit. Further, the introduction of an extension, regardless of its fit or quality, enhanced parent brand attitude for a durable product relative to a control group. It seems that parent brand attitudes are held strongly enough to resist the new information that is associated with a newly introduced brand extension.

The Ownership Effect in Consumer Responses to Brand Line Stretches

In this article, the authors examine how ownership status moderates the effects of stretch direction (up or down), brand image (prestige or nonprestige), and branding strategy (subbrand name or direct) on consumer responses to price-based line stretches. An “ownership effect” is proposed whereby owners have more favorable responses than nonowners to the brand's extensions. The ownership effect occurs for upward and downward stretches of non-prestige brands and for upward stretches of prestige brands. For downward stretches of prestige brands, however, the ownership effect does not occur because of owners’ desire to maintain brand exclusivity. In this situation, a sub-branding strategy protects owners’ parent brand attitudes from dilution. A field study and two lab studies confirm the hypotheses.