Search results for "Brand extensions"
showing 2 items of 2 documents
Brand Extension: The Moderating Role of the Category to which the Extension Belongs to Be Added
2008
This article examines an evaluation of brand extension from a consumption perspective. In this perspective, the most relevant entity becomes the product, and the choice vector becomes the consumption context. In an experimental design applied to foodstuff, this article reports a study that manipulates the brand range. The study confirms the importance of the consumption context to evaluate brand extension. Also, the results show that the effects of the context fit and the typicality are more significant when the various products of the brand are sensitive to the consumption context. On the other hand, the effects of the association fit and typicality are also more significant when the produ…
Brand extension: the moderating role of the category to which the brand extension is found
2008
PurposeThe objective of this paper is to evaluate brand extension from a consumer consumption perspective. The most relevant entity becomes both the product and the choice vector. This provides a different aspect of the heterogeneity as it concerns brand extension.Design/methodology/approachNestlé was selected as the brand to be studied and two qualitative studies were carried out on students based on open‐ended interviews. After a pre‐test, two groups of 400 students were selected. The first group was exposed to the diet biscuits in the context of “nibbling” and the second group exposed to the lip applications in the context “protecting my lips”.FindingsThe results confirm the importance o…