DOI QR코드

DOI QR Code

The Importance of Brand and Retailer Associations in Evaluating a Product Category Extension

  • 투고 : 2018.09.29
  • 심사 : 2018.11.25
  • 발행 : 2018.12.30

초록

This study investigates the importance of brand and retailer associations when consumers evaluate a product category extension in the context of brand and retailer collaborations. Although brand extensions are considered to reduce costs for introducing a new product category, limited study has focused on the role of brand and retailer associations in the context of brand and retailer collaborations. Using a total of 440 participants, a hypothesized model was tested using a structural equation modeling (SEM). The results show that brand and retailer associations influence the perceived fit between a brand and a retailer. In addition, the image fit and quality fit are significantly related to brand and retailer attitudes as well as brand extension evaluation. Since consumers may use their associations with brands or retailers when they perceive product differentiation, market position, and brand extensions, the role of brand or retailer associations is important to marketers, retailers, and consumers. Given the importance of brand and retailer collaborations as a brand positioning strategy in the global branding and retail setting, the findings of this study contribute to brand and retail management by providing empirical evidence on how consumers perceive new products from extended brands in the marketplace when a brand collaborates with a retailer.

E1CCBU_2018_v16n2_30_f0001.png 이미지

Figure 1. The structural equation model for the conceptual framework of the hypothesized relationships

Table 1. Reliability statistics for all variables

E1CCBU_2018_v16n2_30_t0001.png 이미지

Table 2. Correlation matrix of model constructs for a high-end brand and a low-end retailer case

E1CCBU_2018_v16n2_30_t0002.png 이미지

Table 3. Correlation matrix of model constructs for a low-end brand and a high-end retailer case

E1CCBU_2018_v16n2_30_t0003.png 이미지

Table 4. A summary of SEM results

E1CCBU_2018_v16n2_30_t0004.png 이미지

참고문헌

  1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York, NY: The Free Press
  2. Aaker, D. A., & Keller, K. L. (1990). Consumer evaluations of brand extensions. Journal of Marketing, 54(1), 27-41. doi:10.2307/1252171 https://doi.org/10.2307/1252171
  3. Ahluwalia, R., & Gurhan-Canli, Z. (2000). The effects of extensions on the family brand name: An accessibilitydiagnosticity perspective. Journal of Consumer Research, 27(3), 371-381. doi:10.1086/317591 https://doi.org/10.1086/317591
  4. Ailawadi, K. L., & Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80, 331-342. doi:10.1016/j.jretai.2004.10.008 https://doi.org/10.1016/j.jretai.2004.10.008
  5. Arnett, D. B., Laverie, D. A., & Wilcox, J. B. (2010). A longitudinal examination of the effects of retailermanufacturer brand alliances: The role of perceived fit. Journal of Marketing Management, 26(1-2), 5-27. doi:10.1080/02672570903534647 https://doi.org/10.1080/02672570903534647
  6. Baek, T. H., & King, K.W. (2015). When comparative valence frame affects brand extension evaluations: The moderating role of parent-extension fit. International Journal of Advertising, 34(2), 382-401. doi:10.1080/02650487.2014.996196 https://doi.org/10.1080/02650487.2014.996196
  7. Bhat, S., & Reddy, S. K. (2001). The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research, 53(3), 111-122. doi:10.1016/S0148-2963(99)00115-0 https://doi.org/10.1016/S0148-2963(99)00115-0
  8. Broniarczyk, S. M., & Alba, J. W. (1994). The importance of the brand in brand extension. Journal of Marketing Research, 214-228. doi:10.2307/3152195 https://doi.org/10.2307/3152195
  9. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81-93. doi:10.1509/jmkg.65.2.81.18255 https://doi.org/10.1509/jmkg.65.2.81.18255
  10. Chen, K. J., & Liu, C. M. (2004). Positive brand extension trial and choice of parent brand. Journal of Product & Brand Management, 13(1), 25-36. doi:10.1108/10610420410523821 https://doi.org/10.1108/10610420410523821
  11. Childs, M., & Jin, B. (2015). A new age in clothing brand and retailer collaborations: Trends and recommendations for a successful partnership. Journal of Brand Strategy, 5(1), 83-100.
  12. Czellar, S. (2003). Consumer attitude toward brand extensions: an integrative model and research propositions. International Journal of Research in Marketing, 20(1), 97-115. doi:10.1016/S0167-8116(02)00124-6 https://doi.org/10.1016/S0167-8116(02)00124-6
  13. Dacin, P. A., & Smith, D. C. (1994). The effect of brand portfolio characteristics on consumer evaluations of brand extensions. Journal of Marketing Research, 31, 229-242. doi:10.2307/3152196 https://doi.org/10.2307/3152196
  14. Dawar, N., & Anderson, P. F. (1994). The effects of order and direction on multiple brand extensions. Journal of Business Research, 30, 119-129. doi:10.1016/0148-2963(94)90031-0 https://doi.org/10.1016/0148-2963(94)90031-0
  15. Dimitriu, R., Warlop, L., & Samuelsen, B. M. (2017). Brand extension similarity can backfire when you look for something specific. European Journal of Marketing, 51(5/6), 850-868. doi:10.1108/EJM-09-2015-0662 https://doi.org/10.1108/EJM-09-2015-0662
  16. Fazio, R. H. (1986). How do attitudes guide behavior? In R. M. Sorrentino & E. T. Higgins (Eds.), The handbook of motivation and cognition: Foundations for social behavior (pp. 204-243). New York, NY: Guilford Press.
  17. Fazio, R. H., Powell, M. C., & Williams, C. J. (1989). The role of attitude accessibility in the attitude-to-behavior process. Journal of Consumer Research, 16(3), 280-288. doi:10.1086/209214 https://doi.org/10.1086/209214
  18. Fedorikhin, A., Park, C. W., & Thomson, M. (2008). Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions. Journal of Consumer Psychology, 18(4), 281-291. doi:10.1016/j.jcps.2008.09.006 https://doi.org/10.1016/j.jcps.2008.09.006
  19. Goedertier, F., Dawar, N., Geuens, M., & Weijters, B. (2015). Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit. Journal of Business Research, 68(1), 157-165. doi:10.1016/j.jbusres.2014.04.005 https://doi.org/10.1016/j.jbusres.2014.04.005
  20. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22. doi:10.2307/1252054 https://doi.org/10.2307/1252054
  21. Kim, C. K., & Lavack, A. M. (1996). Vertical brand extensions: Current research and managerial implications. Journal of Product & Brand Management, 5(6), 24-37. doi:10.1108/10610429610152813 https://doi.org/10.1108/10610429610152813
  22. Kim, C. K., Lavack, A. M., & Smith, M. (2001). Consumer evaluation of vertical brand extensions and core brands. Journal of Business Research, 52(3), 211-222. doi:10.1016/S0148-2963(99)00107-1 https://doi.org/10.1016/S0148-2963(99)00107-1
  23. Kim, H., & John, D. R. (2008). Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit. Journal of Consumer Psychology, 18(2), 116-126. doi:10.1016/j.jcps.2008.01.006 https://doi.org/10.1016/j.jcps.2008.01.006
  24. Kim, H. Y., Jolly, L., & Kim, Y. K. (2007). Future forces transforming apparel retailing in the United States an environmental scanning approach. Clothing and Textiles Research Journal, 25(4), 307-322. doi:10.1177/0887302X07306851 https://doi.org/10.1177/0887302X07306851
  25. Kim, K., Park, J., & Kim, J. (2014). Consumer-brand relationship quality: When and how it helps brand extensions. Journal of Business Research, 67(4), 591-597. doi:10.1016/j.jbusres.2013.03.001 https://doi.org/10.1016/j.jbusres.2013.03.001
  26. Lafferty, B. A., & Goldsmith, R. E. (2005). Cause-brand alliances: Does the cause help the brand or does the brand help the cause? Journal of Business Research, 58(4), 423-429. doi:10.1016/j.jbusres.2003.07.001 https://doi.org/10.1016/j.jbusres.2003.07.001
  27. Loken, B., & John, D. R. (1993). Diluting brand beliefs: When do brand extensions have a negative impact? Journal of Marketing, 57(3), 71-84. doi:10.2307/1251855 https://doi.org/10.2307/1251855
  28. Low, G. S., & Lamb Jr, C. W. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-370. doi:10.1108/10610420010356966 https://doi.org/10.1108/10610420010356966
  29. Martin, I. M., & Stewart, D. W. (2001). The differential impact of goal congruency on attitudes, intentions, and the transfer of brand equity. Journal of Marketing Research, 38(4), 471-484. doi:10.1509/jmkr.38.4.471.18912 https://doi.org/10.1509/jmkr.38.4.471.18912
  30. Michel, G., & Donthu, N. (2014). Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations. Journal of Business Research, 67(12), 2611-2619. doi:10.1016/j.jbusres.2014.03.020 https://doi.org/10.1016/j.jbusres.2014.03.020
  31. Mitchell, V., Dan, E., & Chaudhury, A. (2014). Predicting retail brand extension strategy success: A consumer based model. Journal of Customer Behaviour, 13(2), 93-111. doi:10.1362/147539214X14024779483555 https://doi.org/10.1362/147539214X14024779483555
  32. Monga, A. B., & John, D. R. (2010). What makes brands elastic? The influence of brand concept and styles of thinking on brand extension evaluation. Journal of Marketing, 74(3), 80-92. doi:10.1509/jmkg.74.3.80 https://doi.org/10.1509/jmkg.74.3.80
  33. Moon, H., & Sprott, D. E. (2016). Ingredient branding for a luxury brand: The role of brand and product fit. Journal of Business Research, 69(12), 5768-5774. doi:10.1016/j.jbusres.2016.04.173 https://doi.org/10.1016/j.jbusres.2016.04.173
  34. Oeppen, J., & Jamal, A. (2014). Collaborating for success: Managerial perspectives on co-branding strategies in the fashion industry. Journal of Marketing Management, 30, 925-948. doi:10.1080/0267257X.2014.934905 https://doi.org/10.1080/0267257X.2014.934905
  35. Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: The role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18(2), 185-193. doi:10.1086/209251 https://doi.org/10.1086/209251
  36. Pitta, D. A., & Katsanis, L. P. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51-64. doi:10.1108/07363769510095306 https://doi.org/10.1108/07363769510095306
  37. Sattler, H., Volckner, F., Riediger, C., & Ringle, C. M. (2010). The impact of brand extension success drivers on brand extension price premiums. International Journal of Research in Marketing, 27(4), 319-328. doi:10.1016/j.ijresmar.2010.08.005 https://doi.org/10.1016/j.ijresmar.2010.08.005
  38. Valta, K. S. (2013). Do relational norms matter in consumer-brand relationships? Journal of Business Research, 66(1), 98-104. doi:10.1016/j.jbusres.2011.07.028 https://doi.org/10.1016/j.jbusres.2011.07.028
  39. Volckner, F., & Sattler, H. (2006). Drivers of brand extension success. Journal of Marketing, 70(2), 18-34. doi:10.1509/jmkg.70.2.18 https://doi.org/10.1509/jmkg.70.2.18