SavedAdd your journal

Journals / Paradoks Ekonomi Sosyoloji ve Politika Dergisi / 2016 / Cilt: 12 - Sayı: 1

The Antecedents of Brand Extension Success and Research on an Apparel Brand

Çağatan TAŞKIN
Onur ÖZTÜRK
Pages
48–67
Publication Date
2016-04-22
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Especially, perceived fit between the parent brand and the extension brand has a strong direct effect on brand extension success.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Brand extension strategy using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s.
📊
Key Findings & Data:Brand extension strategy is an appealing strategy for many firms as it helps reducing costs of a new brand creation and benefiting from the parent brand's brand equity.
💡
Conclusion & Impact:Especially, perceived fit between the parent brand and the extension brand has a strong direct effect on brand extension success.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Özet

Brand extension strategy using the current brand name when offering new products for the market, has become a frequently used branding strategy for firms since 1980s. Brand extension strategy is an appealing strategy for many firms as it helps reducing costs of a new brand creation and benefiting from the parent brand's brand equity. The aim of this study is to explore the antecedents of brand extension success from the perspective of generation Y cohort and propose marketing strategies.The proposed model examines the relationships among success factors such as "parent brand's perceived quality", "perceived fit between parent brand and extension brand", "consumer innovativeness", "perceived risk" and "consumer knowledge". To test the proposed model in this study, we chose an apparel brand that is highly popular and favorable, especially among the generation Y cohort. The sample is composed of university students in Bursa. A hypothetical product was chosen and data is analyzed by means of structural equation modelling. Research findings show that all of the antecedents have direct or indirect effects on brand extension success. Especially, perceived fit between the parent brand and the extension brand has a strong direct effect on brand extension success.

🔖

Cite This Article

TAŞKIN, Ç., ÖZTÜRK, O. (2016). The Antecedents of Brand Extension Success and Research on an Apparel Brand. Paradoks Ekonomi Sosyoloji ve Politika Dergisi, Cilt: 12 - Sayı: 1, 48–67. https://ajindex.com/articles/229393

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (2)

  1. AAKER, Keller ve KELLER L. Kevin (1990), “Consumer Evaluations of Brand Extensions”, Journal of Marketing, Vol.54, No.1 AKTURAN, Ulun ve YENİÇERİ Tülay (2007), "The Determinants of Brand Extension's Success in an Emerging Market: Identifying the Effects of Parent Brand Image, Category Fit and Consumer Characteristics", 7th Global Conference on Business&Economics, Rome, Italy, October 13-14
  2. BAEK, Tae Hyun ve KING Karen Whitehill (2015), “When Comparative Valence Frame Affects Brand Extension Evaluations: The Moderating Role of Parent- Extension Fit”, International Journal of Advertising, Vol.34, No.2 BARRETT, Joanna, LYE, Ashley ve VENKATESWARLU, P. (1999), “Consumer Perceptions of Brand Extensions: Generalising Aaker & Keller’s Model”, Journal of Empirical Generalisations in Marketing Science, Vol.4 BOTTOMLEY, A. Doyle ve DOYLE, R. John (1996), “The Formation of Attitudes Towards Brand Extensions: Testing and Generalising Aaker and Keller’s Model”, International Journal of Research in Marketing, Vol.13 BOUSH, M. David ve LOKEN, Barbara (1991), “A Process- Tracing Study of Brand Extension Evaluation”, Journal of Marketing Research, Vol.28, No.1 BOUSH, M. David (1993), “How Advertising Slogans Can Prime Evaluations of Brand Extensions”, Psychology & Marketing, Vol.10, No.1 BRONIARCZYK, M. Susan ve ALBA, W. Joseph (1994), “The Importance of the Brand in Brand Extension”, Journal of Marketing Research, Vol.31, No.2 BROWN, Brian, SICHTMANN, Christina ve MUSANTE, Michael (2011), "A Model of Product-to-Service Brand Extension Success Factors in B2B Buying Contexts", Journal of Business&Industrial Marketing, Vol.26, No.3 BUIL, Isabel, DE CHERNATONY, Leslie ve HEM, E. Leif (2009), "Brand Extension Strategies: Perceived Fit, Brand Type and Culture Influences", European Journal of Marketing, Vol.43, No.11 CHUN, H. Haeun, PARK, C. Whan, EISINGERICH, B. Andreas ve MACINNIS, J. Deborah (2015), “Strategic Benefits of Low Fit Brand Extensions: When and Why?”, Journal of Consumer Psychology, Vol.25, No.4 CZELLAR, Sandor (2003), "Consumer Attitude Toward Brand Extensions: An Integrative Model and Research Propositions", International Journal of Research in Marketing, Vol.20 DACIN, A. Peter ve SMITH, C. Daniel (1994), DACIN A. Peter- Daniel C. SMITH, "The Effect of Brand Portfolio Characteristics On Consumer Evaluations of Brand Extensions", Journal of Marketing Research, Vol.31, No.2 DELVECCHIO, Devon (2000), "Moving Beyond Fit: The Role of Brand Portfolio Characteristics i