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Does size matter in fit perceptions, extension evaluation and post-extension brand image?

Dall'Olmo Riley, Francesca and Guido, Francesca (2013) Does size matter in fit perceptions, extension evaluation and post-extension brand image? In: Academy of Marketing (AM) Conference 2013: Marketing Relevance; 8-11 Jul 2013, Cardiff, Wales.

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Abstract

There has been extensive research on brand extensions, but no previous study has directly compared how consumers evaluate the extensions of competing brands within a product category and no previous research has considered the potential effect of brand ‘size’ or market share on post-extension brand image and on consumer brand extension evaluations. Yet, empirical evidence over the past forty years has consistently shown a strong correlation between attitudinal responses to a brand and the number of its buyers (or its market share). This study compares consumers’ evaluations of the brand extensions of competing brands within a product category (pet food) and explores whether the correlation between attitudinal responses to a brand and the number of its buyers described in previous research on attitudinal responses (e.g. Castleberry & Ehrenberg, 1990) does occur in the context of fit perceptions and of extension attitudes. Results reveal a positive correlation between brand ‘size’ (in terms of the number of brand buyers) with pre- and post-extension brand image and also with extension evaluation and fit perceptions. The same results apply to both high and low fit extensions.

Item Type: Conference or Workshop Item (Paper)
Event Title: Academy of Marketing (AM) Conference 2013: Marketing Relevance
Organising Body: Academy of Marketing
Uncontrolled Keywords: brand image, brand extension, brand usage factor
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: Francesca Dall'Olmo Riley
Date Deposited: 11 Dec 2014 16:49
Last Modified: 11 Dec 2014 16:49
URI: http://eprints.kingston.ac.uk/id/eprint/29827

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