Parent Brand Image Research Articles

The Influence of Parent Brand Image on Extended Brands: A Conceptual Framework

The Influence of Parent Brand Image on Extended Brands: A Conceptual Framework

A Consumer’s Perspective of the Clover Tropika Brand: Building Brand Extensions by Leveraging the Parent Brand’s Reputation

The primary objective of the study was to investigate how brand extensions can leverage on the parent brand image in order to achieve a positive brand extension perception. This was investigated in accordance with specific brand building constructs. The study focused on a consumers’ perspective of the Clover Tropika brand within emerging economic areas. The research was based on a quantitative approach which adopted convenience sampling at Mall intercepts. A total sample of 238 consumers responded to a self-administered questionnaire at Southgate and Maponya Mall which are located in the south west of Johannesburg. All respondents were above the age of 18 and consented to participate in the research by willingly placing their completed questionnaires in the box provided on the day. The data techniques used included Structural Equation Modelling (SEM) which had a core focus on Confirmatory Factor Analysis (CFA) which assisted in confirming the relationships proposed in the conceptual model. SEM also focused on path modelling to determine the causal relations. Nine out of the ten hypotheses proposed had a significant level of p<0.001 proving support for the proposed hypotheses. The research found that there is a significant relationship between brand awareness and brand attitudes, as this hypothesis had the highest path coefficient score. After the research was conducted. It was noted that high recall and recognition of the parent brand, accompanied by favorable attitudes, are key factors in leveraging on the parent brand image to build brand extensions. Moreover, brand extensions need to have high perceived fit in order to leverage extensively on the parent brand image.

Luxury service brand extensions and their spillover effects on customers’ evaluations of luxury gastronomy foodservice: The case of Michelin-starred restaurants

Drawing on a consumer perspective, this article identifies the types of brand extension strategies in the luxury hospitality and foodservice field and their spillover effects on consumers’ evaluations of the image of the parent brand of the luxury restaurant. Using a multi-method approach combining focus groups and in-depth interviews, we conducted an exploratory qualitative research study utilizing 35 participants to examine their perceptions of Michelin-starred restaurants’ extension strategies and how they can affect customers’ attitudes towards the images of Michelin-starred chefs and the luxury gastronomic sector overall. The study found that not only brand extension types count when examining the spillover effects – positive, negative and mixed – on customers’ evaluation of the parent brand image. Two other elements should be considered: a brand’s strategic focus (i.e. personal, social or functional) and customers’ acquaintance and levels of knowledge of the consumption field in which the parent brand operates. Our results contribute to the literature on brand extensions and spillover effects that mainly focus on products. Thus, the findings provide valuable insights into service brand extension factors that influence customers’ perceptions and attitudes towards luxury service brands and thus contribute to scholars’ calls for more studies on brand extensions and their effects in the service field – ones combining hospitality, luxury and the foodservice industry.

Parent brand susceptibility to negative feedback effects from brand extensions: A meta‐analysis of experimental consumer findings

AbstractGiven the prevalence of brand extensions in the market, it is important to consider extensions' potentially harmful effects on the parent brand, that is, negative feedback effects. This paper integrates experimental research on negative feedback effects using a meta‐analytic framework. The results support previous findings for extension evaluations, parent brand breadth, parent brand image fit, and consumer task motivation on the occurrence of negative feedback effects. However, four moderator variables found in earlier work are not significant: accessibility of extension information, parent brand awareness, branding strategy, and participant type. Mixed findings related to extension fit, valence of extension information, and parent brand quality are clarified, indicating that extension fit and valence of information appear to drive negative feedback while parent brand quality does not. Four methodological factors have significant effects: within‐subject‐dependent variable designs, parent brand product class, type of brand, and whether the extension was evaluated, suggesting that the effects may be, in part, an artifact of background factors. The results provide insights into when brands seem vulnerable to negative feedback effects, while simultaneously identifying common market scenarios under which brands appear less susceptible. Finally, a post hoc model points to involvement and level of processing as two key constructs that may underlie the effects of moderators.

확장된 외식브랜드의 인식수준 비교 연구: 패밀리 레스토랑 VIPS의 확장브랜드 중심으로

This study investigates to find out the difference of perceptional level of extended brand attributes when a restaurant brand generates horizontally and vertically extension brands for a college student group. The results are they thought positively on the parent brand and the extension brands as the average level of parent brand image and extension brand image was high. Regarding the difference of level on the extension brand attributes, there were significant difference by extension brand in the price, similarity, extension brand image, and perceived quality. Although there was no significant difference in parent brand image and purchase intention, the price showed the biggest difference in the extension brand attributes.

Impacts of Brand Extensions on Parent Brand Image

Brand extension is an important concern in the success of a brand and if not done properly, can cause a serious damage to the brand being extended. This study aim to investigate the factors of brand extension and their impact on parent brand image. The selected factors were Perceived Fit, Customer awareness and innovativeness, and Brand Associations, and their impact on Parent Brand Image were analyzed using confirmatory factor analysis and Structural Equation modeling. For this likert scale type questionnaire was used to gather data from 189 people in the city of Karachi. The result suggested that brand extensions affect their parent brand in terms of certain variables (discussed later in the study). This paper also shares some real time examples of brands involved in attempts of extending them.

Understanding Cultural Differences in Consumers’ Reactions to Foreign-Market Brand Extensions: The Role of Thinking Styles

One popular strategy for brands to grow outside of their home markets is to use line extensions. Although extensive research has examined how factors such as culture influence product acceptance across markets, far less is known regarding how such factors influence parent brand perceptions in response to an extension. This article investigates the role of one aspect of culture, consumers’ thinking styles, in terms of postextension parent brand spillover effects, and considers potential implications for firms’ global brand strategies, including the extension’s direction (upward or downward) and parent brand concept (functional or prestige). Through two studies, one using consumer panels in the United States and India and the other set in the United States, the authors examine consumer-level differences by measuring thinking styles. Results based on both studies indicate that vertical line extension type affects analytic thinkers’ reactions more than those of holistic thinkers, and parent brand image benefits (suffers) when a vertical line extension is for a functional (prestige) brand, regardless of consumers’ thinking style. The authors find interesting differences in the role of thinking styles based on the particular dimension examined.

커피전문점의 프리미엄 브랜드로의 확장에 대한 연구

Corporate brand extension has become a growth strategy for catering to a diverse range of consumers. Due to limitations in the brand's horizontal extension and vertical extension due to low cost study done previously, more research is needed in upward extension. Accordingly, the purpose of this study is to investigate how the perception of parent brand affects the perception of the extension of a brand to premium status. Specifically, the study focuses on three relationships: 1) The effect of parent brand equity on extension (premium) brand equity, 2) The effect of extending brand equity on the brand attitude and behavioral intentions, and 3) The moderating effect of consumption motivation and consumption experience on brand image spillover. The results of this analysis showed that the image of and loyalty to the parent brand had positive effects on the image of a premium brand, and that brand loyalty had a positive effect on the premium brand awareness. However, parent brand image did not affect premium brand awareness. Image and awareness of a premium brand positively influenced brand attitude. Although there were no moderating effects of consumption motivation and experience, they caused positive primary effects. The hedonic-utilitarian group evaluated image of parent brands was considerably higher than that of premium brands. The consumption experience existence/non existence group evaluated the image of parent brands considerably higher than those of premium brands. The group with experience in premium brands viewed them more favorably.

Effect of Parent Brand Image and Brand Awareness on Perceived Value and Brand Evaluation to Extended Brand : Focusing on the Bottled Water

Effect of Parent Brand Image and Brand Awareness on Perceived Value and Brand Evaluation to Extended Brand : Focusing on the Bottled Water

패션브랜드 확장시 모 브랜드와의 자아이미지 일치성과 지각된 위험, 제품지식이 확장제품의 태도에 미치는 영향 - 조정적 역할을 중심으로 -

The purpose of this study was to investigate the effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect data from 170 female college students and collected data were subjected to descriptive analysis and regression analysis using SPSS Window program. The results of this study showed that the congruency of parent brand image with self-image and perceived risk had a positive effect on attitude towards extended product, whereas product knowledge had a negative effect on attitude towards extended product in fashion brand extension. Also, the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension with positive moderating effect of perceived risk and negative mediating effect of product knowledge.

The effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension - Focusing on moderating effects -

The effect of congruency of parent brand image with self-image, perceived risk, and product knowledge on the attitude towards extended product in fashion brand extension - Focusing on moderating effects -

Decomposed similarity effects on consumer attitude towards abrand extension

The most significant finding from brand extension research is that consumers evaluate brand extensions based on their perceived fit with the parent brand. In spite of this brand extension failure in the presence of high perceived fit prompts further investigation on the mentioned variable with a microscopic view. In this connection, the present study extends this research by addressing the various ways a consumer bridges a similarity between the parent brand and the extended product. According to Murphy and Medin (1985), other than object to- object similarity relationships, other aspects of a concept category, such as concept relationships among objects, need to be considered along with object similarity. Any association about the parent brand that consumer recall in their psychological cell may create the basis of fit perception. Further, we also investigated in there any particular fit perception is found to be more effective in making a logical association in consumers mind. The results suggest that concept consistency may have a greater effect on making logical association than category related brand extensions. Brand extension may have a dilution effect on the parent brand image but it is also true the best fitting extension or consistent one can reduce or nullify the effect and add more on the brand. Any type of fit perception associated with the extension, can be enhanced, through marketing mix variables.

Extension to Brand Category, An Exploratory Investigation on Brand Extension Attitude

The purpose of this research study is to identify the impact of the brand category on brand extension attitude. The concept of brand extension is used for the marketing of any brand which is associated with the firm. Most of the large industries are using well-known names to launch a new product range to earn more profile for the organization as well as to make new position rather than other brands. This study especially identified that those brand who want to extend the product range of brands. Data was collected from a convenience sample of different brand buyers in the Faisalabad via surveys. The final sample consisted of 200 responses. Correlation, Linear regressions and ANOVA were used to test the hypotheses Results revealed that initial parent brand image has a positive relationship toward the brand extension attitude. Parent brand quality has a positive effect on brand extension attitude. Brand extension information toward the brand extension attitude is significantly impacted. The results provide some suggestion to marketers who want to expand their parent brand or launch fashion extension products.

패션브랜드 확장시 모브랜드와의 자아이미지 일치성과 충성도, 브랜드 관여도가 확장제품의 태도에 미치는 영향

Today, many fashion companies use brand extension and it is especially important to conduct brand extension that coincides with consumer self-image, and maintains brand loyalty in order to succeed. The purpose of this study is to investigate the effect of congruency of parent brand image with self-image, brand loyalty, and brand involvement on the attitude towards extended product in fashion brand extension. A survey questionnaire was used to collect information from 170 female college students, and collected data were subjected to descriptive analysis, factor analysis, and regression analysis. Results showed that the congruency of parent brand image with self-image had a positive effect on the attitude towards extended product in fashion brand extension, with a positive mediating effect of brand loyalty, and a negative mediating effect of brand involvement. Also, the congruency of parent brand image with self-image and brand loyalty of the parent brand had a positive effect on the attitude towards the extended product, whereas brand involvement had a negative mediating effect on the attitude towards the extended product in fashion brand extension. The results of this study provide some useful suggestions to marketers in fashion industry: marketers should consider some psychological aspects of consumers such as congruency of parent brand image with self-image, brand loyalty, and brand involvement when conducting brand extension.

The effect of brand extension strategies on brand image: An integrative model and research propositions

This paper proposes an integrative model of the effect of brand extension on brand image. The four key processes of the model are 1) the formation of initial brand image toward parent brand, 2) the perception of fit, 3) the formation of attitude toward brand extension and 4) the effect of brand extension attitude on parent brand image. Moderator and control variables of these processes are identified and classified into four groups: 1) consumer characteristics, 2) extension marketing support factors 3) parent brand characteristics and 4) extension characteristics. This integrative model leads to the identification of missing links and variables in past research, resulting in a propositional inventory for future studies. The paper ends with a reflection on the long-term perspectives of scientific inquiry on brand extensions. Key words: Brand extensions, brand associations, brand image, extension attitudes.

Adolescent Evaluations of Brand Extensions: The Influence of Reference Group

ABSTRACTThis study examines the reference group effect on adolescent evaluations of brand extension. Three factors are important to this process: the product fit between parent and extension category (similar vs. dissimilar), the consumption type of the extension product (public vs. private), and the parent brand image (prestige‐oriented vs. functional‐oriented). An experiment with 217 teenagers generally supports the hypotheses. Results suggest that adolescents are willing to pay a higher price premium to publicly consumed brand extension product than a privately consumed. In addition, the level of category similarity enhances the consumption type effect. Managerial implications on brand extension strategy in adolescent's market are discussed.

Feedback effects of brand extensions on the brand image of global brands: a comparison between Spain and Norway

Global brands often attempt to increase their sales through the launch of brand extensions. Such a strategy may, however, dilute existing brand beliefs at an international level, as two sets of data from Norway and Spain indicate. This paper illuminates how the attitude towards a brand extension affects the image of a parent brand. The extension attitude is mainly determined by the degree of perceived fit between the extension and the parent brand image. In the Spanish sample, it is also determined by the degree of familiarity with the parent brand and the perceived fit at the product category level. After analysing these relationships, the paper focuses on the moderating role of two dimensions of consumer innovativeness: hedonist innovativeness (tied to need for stimulation) and social innovativeness (tied to need for uniqueness). Finally, the cultural orientation of the origin country is analysed as a moderating factor.

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.

Effect of brand extension strategies on brand image

PurposeThe purpose of this paper is to propose and test a model that shows how extending a brand affects the overall brand image. The relations between the relevant variables in brand extension strategies in the UK and Spanish markets are analysed to determine if the brand extension strategies have the same effect on brand image.Design/methodology/approachAn empirical study was conducted in the UK and Spain using structural equation analysis. Two pre‐tests were conducted to select the brands and the extensions.FindingsResults show that the brand extension strategy dilutes the brand image in both markets. It is found that brand image before extension and fit has positive effects on brand image after extension. The concurrence between the models studied in the two markets suggests that UK and Spanish consumers respond similarly to brand extensions.Research limitations/implicationsThe study was only conducted in two countries. Researchers are encouraged to test the model in more countries.Practical implicationsResults suggest that a firm which has a good brand image before the extension will be less at risk when it launches a new product onto the market with the same brand name. Its best market will be those consumers who already know the brand's products and who at the same time perceive a better image of it. The firm should not forget that the closer the extended product is to its core market, the more positive will be its acceptance by consumers, which will translate into a better image evaluation.Originality/valueThe study analyses how extending a brand may affect the parent brand image in global brand.

Image feedback effects of brand extensions: Evidence from a longitudinal field study

This paper examines the issue of image feedback effects and potential drivers of these effects by analyzing real-world extensions that have been introduced successfully in the market, using a longitudinal field study. Within the context of typical FMCG extensions, the authors find strong evidence that even for successful extensions, negative image feedback effects can occur, particularly when the perceived quality of the extension fails to meet the quality level of the parent brand. Strong brands tend to be more vulnerable to negative image feedback effects because consumers have a higher reference level for their extensions than for those of weaker brands. The likelihood of negative feedback effects decreases as the level of perceived fit and consumers’ perceptions of the general extendibility of the parent brand increases. But managers cannot, at least in the short run, mitigate negative image feedback effects through increased advertising support. Finally, the findings demonstrate that the feedback effects of a new extension product on parent brand image diminish over time.