独创性
情境伦理学
品牌延伸
扩展(谓词逻辑)
相似性(几何)
价值(数学)
心理学
营销
品牌知名度
人格
广告
业务
社会心理学
数学
计算机科学
统计
图像(数学)
创造力
人工智能
程序设计语言
出处
期刊:Journal of Product & Brand Management
[Emerald (MCB UP)]
日期:2010-07-20
卷期号:19 (4): 276-285
被引量:21
标识
DOI:10.1108/10610421011059595
摘要
Purpose Past research on brand extensions has been searching for conditions for successful brand extensions. Two contradictory response patterns between fit levels and extension evaluation have been observed in past studies. This study attempts to synthesize these seemingly contradicting past findings by considering a situational factor (i.e. situational involvement) and a consumer personality factor (i.e. consumer innovativeness) as moderating factors for the effect of extension similarity on evaluation of brand extensions. Design/methodology/approach An experimental design with three factors (i.e. extension similarity, consumer innovativeness, and situational involvement) is used to test the hypotheses. Findings It was found that, under the high involvement condition, innovative subjects show a pattern suggested by the inverted U‐shaped hypothesis in their extension evaluations. Subjects in other conditions, on the other hand, show a pattern suggested by the fit hypothesis. Practical implications The findings of the study provide useful implications to marketers who are considering brand extensions. Marketers may need different strategies depending on the degree of extension similarity and the characteristics of their target customers. Originality/value By identifying boundary conditions for successful brand extension, the findings of the study contribute to increase understanding in the brand extension literature.
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