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Impact of Dominance and Relatedness on Brand Extensions
Oleh:
Fazio, Russell H.
;
Herr, Paul M.
;
Farquhar, Peter H.
Jenis:
Article from Bulletin/Magazine
Dalam koleksi:
JOURNAL OF CONSUMER PSYCHOLOGY vol. 5 no. 2 (1996)
,
page 135-160.
Topik:
relatedness
;
impact
;
dominance
;
brand extensions
Ketersediaan
Perpustakaan Pusat (Semanggi)
Nomor Panggil:
JJ42.3
Non-tandon:
1 (dapat dipinjam: 0)
Tandon:
tidak ada
Lihat Detail Induk
Isi artikel
This research investigated how a consumer's cognitive structure for a brand in a given product category affects that possible transfer of associations to other product categories. One key factor in evaluating such possible brand extensions is dominance, which can be defined as the strength of the directional association between the parent category and the branded product. Likewise, another important factor is the relatedness of the brand's parent category and the target category of the proposed extention. The 1st experiment measured dominance and relatedness via response latencies to recognize brand extensions. The 2nd experiment demonstrated that consumers' affect for strongly category - dominant brands : a. transfers better to an extension when the proposed extension is closely rather than distantly related to the parent category and b. transfers better than a weakly category dominant brand's affect. Together, the research demonstrated that consumers' response times to disconfirm the existence of product brand pairs related to their transfer of affect from the brand to the proposed product category. This disconfirmation method could be used as an unobtrusive measure for determining brand boundaries. The attractiveness of potential brand extensions may thus be determined without consumers making any judgement about a proposed extension other than answering whether or not it exists.
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