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

Year 2016, Volume: 12 Issue: 1, 48 - 67, 22.04.2016

Çağatan Taşkın , Onur Öztürk

Abstract

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.

 

References

• 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
• 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 in Consumer Evaluations of Brand Reliability", Journal of Product&Brand Management, Vol.9, No.7
• DELVECCHIO, Devon ve SMITH, C. Daniel (2005), "Brand-Extension Price Premiums: The Effects of Perceived Fit and Extension Product Category Risk", Journal of the Academy of Marketing Science, Vol.33, No.2
• DOUST, V. Hosein ve ESFAHLAN, N. Hakimeh (2012), "The Effect of Brand Extension Strategies on Brand Image: An Integrative Model and Research Propositions", African Journal of Business Management, Vol.6, No.11
• FORNEY, C. Judith, PARK, J. Eun ve BRANDON, Lynn (2005), “Effects of Evaluative Criteria on Fashion Brand Extension”, Journal of Fashion Marketing and Management, Vol.9, No.2
• GIERL, Heribert ve HUETTL, Verene (2011), "A Closer Look at Similarity: The Effects of Perceived Similarity and Conjunctive Cues on Brand Extension Evaluation", International Journal of Research in Marketing, Vol.28
• HEM, E. Leif, DE CHERNATONY, Leslie ve IVERSEN, M. Nina (2003), "Factors Influencing Successful Brand Extensions", Journal of Marketing Management, Vol.19
• HEM, E. Leif ve IVERSEN, M. Nina (2009), “Effects of Different Types of Perceived Similarity and Subjective Knowledge in Evaluations of Brand Extensions”, International Journal of Market Research, Vol.51, No.6
• KELLER, L. Kevin ve AAKER, A. David (1992), “The Effects of Sequential Introduction of Brand Extensions”, Journal of Marketing Research, Vol.29, No.1
• KELLER, L. Kevin (2013), Strategic Brand Management: Building, Measuring and Managing Brand Equity, 4th Edition, Pearson Education Limited, Harlow.
• KOTLER, Philip ve ARMSTRONG, Gary (2012), Principles of Marketing, 14th Edition, Pearson Prentice Hall, New Jersey.
• LOKEN, Barbara ve JOHN, Roedder Deborah (1993), “Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?”, Journal of Marketing, Vol.57, No.3
• LYE, Ashley, VENKATESWARLU, P. ve BARRETT Jo (2001), “Brand Extensions: Prestige Brand Effects”, Australasian Marketing Journal, Vol.9, No.2
• MARTINEZ, Eva ve PINA, M. Jose (2010), "Consumer Responses to Brand Extension: A Comprehensive Model", European Journal of Marketing, Vol.44, No.7
• MILLBERG, J. Sandra ve SINN, Francisca (2008), "Vulnerability of Global Brands to Negative Feedback Effects", Journal of Business Research, Vol.61
• PARK, C. Whan, MILBERG, Sandra ve LAWSON, Robert (1991), “Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency”, Journal of Consumer Research, Vol.18, No.2
• PAUL, Suomi ve DATTA K. Saroj (2013), "An Empirical Study of the Effects of Consumer Knowledge on Fit Perception in Brand Extension Success", The IUP Journal of Business Management, Vol.10, No.1
• ROUX, E. (1995), “Consumer Evaluation of Luxury Brand Extensions”, EMAC Conference Proceedigns, May, Essec, Paris
• SALINAS, M. Eva ve PEREZ, M. P. Jose (2009), "Modeling the Brand Extensions' Influence on Brand Image", Journal of Business Research, Vol.62
• SHEININ, A. Daniel (2000), “The Effects of Experience With Brand Extensions on Parent Brand Knowledge”, Journal of Business Research, Vol.49
• SICHTMANN, Christina ve DIAMANTOPOULOS, Adamantios (2013), "The Impact of Brand Globalness, Brand Origin Image and Brand Origin-Extension Fit on Brand Extension Success", Journal of the Academy of Marketing Science, Vol.41, 2013
• SMITH, C. Daniel ve PARK, C. Whan (1992), "The Effects of Brand Extensions on Market Share and Advertising Efficiency", Journal of Marketing Research, Vol.29, No.3
• SUNDE Lorraine ve BRODIE J. Roderick (1993), “Consumer Evaluations of Brand Extensions: Further Empirical Results”, International Journal of Research in Marketing, Vol.10, No.1
• SWAMINATHAN, Vanitha, FOX, J. Richard ve REDDY, K. Srinivas (2001), "The Impact of Brand Extension Introduction on Choice", Journal of Marketing, Vol.65, No.4
• TANG, C. Ying, LIOU M. Fen ve PENG, Y. Sheng (2008), "B2B Brand Extension to the B2C Market- The Case of the ICT Industry in Taiwan", Brand Management, Vol.15, No.6
• TURHAN, Gülden (2014), “Risk Perceptions and Brand Extension Success: Just Another Antecedent or one That Shapes the Effects of Others? – Study of Examples in Textiles and Clothing”, Fibres & Textiles in Eastern Europe, Vol.22, No.3
• UGGLA, Henrik (2015), “Positioning in the Mind Versus Brand Extension: The Revision of Ries and Trout”, The IUP Journal of Brand Management, Vol.12, No.1
• VÖLCKNER, Franziska ve SATTLER, Henrik (2006), "Drivers of Brand Extension Success", Journal of Marketing, Vol.70, No.2
• WALSH, Patrick ve LEE, Seungbum (2012), "Development of a Brand Extension Decision-Making Model for Professional Sport Teams", Sport Marketing Quarterly, Vol.21, No.4
• WU, Cocher ve YEN, C. Yung (2007), "How the Strength of Parent Brand Associations Influence the Interaction Effects of Brand Breadth and Product Similarity With Brand Extension Evaluations", Journal of Product&Brand Management, Vol.16, No.5