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Wednesday, July 29, 2020 | History

3 edition of Consumer evaluations of brand extensions found in the catalog.

Consumer evaluations of brand extensions

David A. Aaker

Consumer evaluations of brand extensions

by David A. Aaker

  • 9 Want to read
  • 15 Currently reading

Published by Marketing Science Institute in Cambridge, Mass .
Written in English


Edition Notes

Statementby David A. Aaker and Kevin Lane Keller.
SeriesReport / Marketing Science Institute -- no.90-103
ContributionsKeller, Kevin Lane., Marketing Science Institute.
ID Numbers
Open LibraryOL13935193M

Consumer evaluations of extensions and their effects on the core brand European Journal of Marketing, Vol. 36, No. 11/12 Ein Ansatz zur simultanen Messung von Kannibalisierungs-, substitutiven Konkurrenz- und Neukäufereffekten am Beispiel von line extensionsCited by: Consumer Evaluation Of Brand Extensions Published on Research on brand extensions has not yet examined the possibility that there .

consumer innovativeness on fashion brand extension evaluation Hyunjong Chung, University of Georgia [email protected] Soyoung Kim, University of Georgia [email protected] Abstract - This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontalCited by: 2.   BRAND EXTENSIONS A Brand Extension occurs when a firm uses an established brand name to introduce a new product (approaches 2 or 3) When a new brand is combined with an existing brand (approach 3), the brand extension can also be called a sub-brand. An existing brand that gives birth to a brand extension is the parent brand. If the parent brand.

Kevin Lane Keller (), "Memory Factors in Advertising: The Effect of Advertising Retrieval Cues on Brand Evaluations," Journal of Consumer Research, 14 (December), Kevin Lane Keller and Richard Staelin (), "Assessing Biases in Measuring Decision Effectiveness and Information Overload," Journal of Consumer Research, 15 (March. We investigate how store image factors and various categories of perceived risk associated with product attributes affect consumer evaluations of store-branded products. A structural model is developed and tested, providing indications of the likelihood of store brand success in various product by:


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Consumer evaluations of brand extensions by David A. Aaker Download PDF EPUB FB2

Consumer Evaluations of Brand Extensions Two studies Consumer evaluations of brand extensions book conducted to obtain insights on how consumers form attitudes toward brand exten-sions, (i.e., use of an established brand name to enter a new product category).

In one study, reactions to 20 brand extension concepts involving six well-known brand names were examined. Attitude toward. Impact of Brand Relationship Quality and Naming Strategy”. EsicMarket,pp. This study explores the impact of brand relationship quality and brand naming strategies on the success of brand extensions.

The authors present the results of an experiment based on a 2x2x2 between-subjects design, where consumer evaluations of. Two studies were conducted to obtain insights on how consumers form attitudes toward brand extensions, (i.e., use of an established brand name to enter a new product category).

In one study, reactions to 20 brand extension concepts involving six well-known brand names were by: ). Brand-extension evaluations are moderated by the perceived similarity between the parent-brand category in memory and the extension category (Gurhan-Canli and Ma-heshwaran ; Keller and Aaker ).

When perceived similarity is high, extensions are assimilated with the parent brand and affect is transferred from the parent brand to the. OCLC Number: Notes: Cover title. Reprinted from the Journal of Marketing, vol.

54, Jan. Description: pages ; 28 cm. Series Title. Consumer Evaluations of Brand Extensions () 0th Edition. by D. Aaker (Author) Be the first to review this item. ISBN ISBN Why is ISBN important. ISBN.

This bar-code number lets you verify that you're getting exactly the right version or edition of a book Author: D.

Aaker. TY - BOOK. T1 - Consumer evaluations of brand extensions: an integration of previous research. AU - Nijssen, E.J. AU - Hartman, Diana. PY - Y1 - M3 - Report. SN - X. T3 - Publikaties Rotterdams Instituut voor Bedrijfseconomische Studies.

BT - Consumer evaluations of brand extensions: an integration of previous researchCited by: The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions One of a firm's more valuable resources is the reputation of its brands.

In an attempt to leverage this asset, an increas-ing number of companies are extending their brands into multiple product categories. As a result of the widespread.

Studies in literature on consumer attitude toward the brand extension, and revision of attitude toward parent brand have focused on the influence of a variety of factors concerning parent brand, fit between the parent brand and extension, extension product category and consumer characteristics.

In all such studies, the brand that is extended and the extension Cited by: 4. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.

The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). Two experiments measure consumer evaluations of both core brands and vertical brand extensions, including the effects of direction of brand extension (step.

Consumer Evaluation of Brand Extensions: An Empirical Assessment in the Indian Context Article (PDF Available) in Vision-The Journal of Business Perspective 13(2) April with 1, Reads.

Consumer evaluations of green brand extensions. Degree. Master of Science in Economics and Business Administration. Degree programme. Marketing. Thesis advisor(s) Jukka Luoma, Henrikki Tikkanen. Year of approval. Number of pages. Language.

English. Abstract. The environmental imperative is increasingly influencing the. However, literature on brand extension has not achieved a generalisationwhich is applicable across sectors, brands and extensions.

In addition, it still presentsa series of limitations which have prevented scholars from elaborating an explanatoryempirical model of consumer evaluation of brand extensions. This study examined how consumers differ in their evaluations of original products and line extensions in terms of behavioral characteristics, using an individual-level conjoint analysis.

Of particular interest was to compare and contrast the effects of consumer characteristics on evaluations of line extensions with those of brand extensions. 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. the PB, consumer attitudes toward PB, and consumer innovativeness (CI) on consumer evaluations of brand extensions (BE’s).

Two pretests are conducted to find out the PBSA and to define the hypothetical BE’s. Following the pretests, questionnaires regarding the impact of the five independent variables. “relatedness” (similarity) of the existing brand category and the brand extensions affect their evaluations and/or purchase intentions.

According to some researchers brand extension is a marketing strategy for introducing new products in relation to an established successful brand. A study was carried out to. Due to the largely exploratory nature of much brand extension research, and the need for more general evidence, Sunde and Brodie replicated the Aaker and Keller () study on consumer evaluations of brand extensions.

This study reports the attitude toward an extension to be higherCited by:   A two levels of product similarity times two levels of brand image consistency times three levels of ownerships factorial experiment was designed to explore the ownership effects when consumers evaluate brand extensions and judge parent brand after receiving brand extension information.

Evidence shows that ownership effects do exist in both extension and Author: FU Guoqun, Ding Jiali. In our experiments, we held quality constant across the different brand extensions. It is possible that brand quality will interact with order of entry, according to the same processes that guide evaluation as a function of category fit.

Also, the nature of follower evaluations may be affected when pioneering brands are of low by:   Naming effects have occurred in brand-extension evaluations (Milberg et al. ), ingredient branding (Desai and Keller ), and children's evaluations of brand extensions (Zhang and Sood ).

Given this substantial impact that the brand name serves in terms of evaluations, future research should more systematically investigate how the Cited by: Get this from a library! Managing the corporate brand: the effects of corporate marketing activity on consumer evaluations of brand extensions.

[Kevin Lane Keller; David A Aaker].