Business-to-business brand extension into consumer markets: an investigation of consumer attitudes

Singh, Jaywant, Kalafatis, Stavros and Mcgill, John (2012) Business-to-business brand extension into consumer markets: an investigation of consumer attitudes. In: International Conference on Contemporary Marketing Issues (ICCMI) 2012; 13-15 Jun 2012, Thessaloniki, Greece. ISBN 9789602871409

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Abstract

Leveraging a brand name into a new product category through brand extension facilitates success of the new brand extended, and reduces the introduction costs. The impact of parent brand extension on consumer attitudes is well-documented in branding literature. However an under-investigated area is whether business-to-business (b2b) brand equity can be leveraged in consumer markets (b2c) through brand extension. In this study we investigate the impact of parent b2b brand specific factors influencing attitudes to b2c brand extensions. Specifically, we measure the overall attitude (extension acceptance) of the b2c extension through a set of parent brand-specific constructs, such as brand knowledge, quality perception, CSR perception, and the perceived difficulty in extending the brand. We create four hypothetical b2c extensions of two well-known b2b brands, employing a quasi-experimental design. The results show that quality perception of the parent brand is the only significant determinant of consumer evaluation of b2c brand extensions for all extensions. The results for other factors are either extension-specific or relate to the category extended into, and shed light on consumer perceptions of extensions of b2b brands. The findings should inform managers of b2b brands planning to extend into consumer markets.

Item Type: Conference or Workshop Item (Paper)
Event Title: International Conference on Contemporary Marketing Issues (ICCMI) 2012
Organising Body: Alexander Technological University, Thessaloniki and Bucks New University, U.K.
Additional Information: ISBN refers to full proceedings on CD.
Research Area: Business and management studies
Faculty, School or Research Centre: Faculty of Business and Law
Faculty of Business and Law > Kingston Business School (Strategy, Marketing and Entrepreneurship) (until July 2013)
Depositing User: Jaywant Singh
Date Deposited: 06 Aug 2012 12:54
Last Modified: 06 Aug 2012 12:54
URI: http://eprints.kingston.ac.uk/id/eprint/23396

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