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Potential points of brand leverage: consumers’ emergent attributes

Potential points of brand leverage: consumers’ emergent attributes This paper presents a conceptualization of brand extension attributes that emerge when consumers evaluate brand extensions. These emergent attributes are unique in the extension product category and thus represent potential points of leverage for the brand. An empirical study was conducted to show the utility of these attributes in influencing consumers' responses. Consumers were allowed to write their thoughts as they evaluated fictitious extensions of four actual brands. The results indicate that when emergent attributes are formed, they appear to influence consumers' attitudes toward brand extensions. Unlike previous findings that have suggested that good fit is necessary to ensure extension success, the results indicate that the influence of emergent attributes on consumer attitudes increases as the brand's fit with the extension decreases. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Potential points of brand leverage: consumers’ emergent attributes

Journal of Product & Brand Management , Volume 11 (4): 15 – Jul 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420210435416
Publisher site
See Article on Publisher Site

Abstract

This paper presents a conceptualization of brand extension attributes that emerge when consumers evaluate brand extensions. These emergent attributes are unique in the extension product category and thus represent potential points of leverage for the brand. An empirical study was conducted to show the utility of these attributes in influencing consumers' responses. Consumers were allowed to write their thoughts as they evaluated fictitious extensions of four actual brands. The results indicate that when emergent attributes are formed, they appear to influence consumers' attitudes toward brand extensions. Unlike previous findings that have suggested that good fit is necessary to ensure extension success, the results indicate that the influence of emergent attributes on consumer attitudes increases as the brand's fit with the extension decreases.

Journal

Journal of Product & Brand ManagementEmerald Publishing

Published: Jul 1, 2002

Keywords: Brands; Leverage; Consumer behaviour

References