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Towards a better understanding of factors affecting transfer of brand associations

Towards a better understanding of factors affecting transfer of brand associations Purpose – The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and extension innovativeness positioning on the extent of transfer of associations from the parent brand to a brand extension. Design/methodology/approach – A field experiment based on a 2×2×2 between‐subjects completely randomized factorial design involving 808 consumers was conducted. Three factors were manipulated: parent brand salience, product innovativeness, and the branding strategy. Findings – The paper finds that, in addition to the main effects of salience and the branding strategy, all three factors jointly influence the extent of transfer of associations from a parent brand to an extension. Research limitations/implications – Despite the external validity of a natural experiment, some uncontrolled factors may have influenced the results. Also, transfer was assessed within time constraints (i.e. the time to complete the survey). The “duration” of any transfer effect is likely to be related to the ad exposure, which could be tested in future research. Practical implications – The findings are important for line extension development since they suggest that the launch of an extension can be designed to maximize or minimize transfer of brand associations from the parent brand to a new line extension, depending on the specific marketing objectives for the parent brand and/or extension. Originality/value – This paper fills an important gap in the literature in terms of identifying product innovativeness, parent brand salience and the branding strategy as synergistic factors affecting transfer of brand associations for parent brands to their extensions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Towards a better understanding of factors affecting transfer of brand associations

Jean Boisvert; Suzan Burton
Journal of Consumer Marketing , Volume 28 (1): 10 – Jan 25, 2011
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References (87)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363761111101958
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and extension innovativeness positioning on the extent of transfer of associations from the parent brand to a brand extension. Design/methodology/approach – A field experiment based on a 2×2×2 between‐subjects completely randomized factorial design involving 808 consumers was conducted. Three factors were manipulated: parent brand salience, product innovativeness, and the branding strategy. Findings – The paper finds that, in addition to the main effects of salience and the branding strategy, all three factors jointly influence the extent of transfer of associations from a parent brand to an extension. Research limitations/implications – Despite the external validity of a natural experiment, some uncontrolled factors may have influenced the results. Also, transfer was assessed within time constraints (i.e. the time to complete the survey). The “duration” of any transfer effect is likely to be related to the ad exposure, which could be tested in future research. Practical implications – The findings are important for line extension development since they suggest that the launch of an extension can be designed to maximize or minimize transfer of brand associations from the parent brand to a new line extension, depending on the specific marketing objectives for the parent brand and/or extension. Originality/value – This paper fills an important gap in the literature in terms of identifying product innovativeness, parent brand salience and the branding strategy as synergistic factors affecting transfer of brand associations for parent brands to their extensions.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jan 25, 2011

Keywords: Brand extensions; Brand identity; Innovation; Brand management

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