Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions

Fedorikhin, Alexander; Park, C. Whan; Thomson, Matthew

doi:10.1016/j.jcps.2008.09.006

Cited by 271 publications

(240 citation statements)

References 64 publications

(83 reference statements)

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“…Previous studies show that a long period of time and extensive experience of a brand is needed for brand love to develop (Holmes, 2000;Mikulincer et al, 2001), whereas brand attitude does not necessarily require such a long relationship (Fredorikhin and Thomson, 2008;Park et al, 2010), or even direct contact or personal experience with the brand. For example, Verhoef et al (2002) show that the length of brand experience positively affects several aspects of relationships, such as satisfaction, trust and commitment.…”

Section: Moderating Effects Of Brand Experience and Price Perceptionmentioning

confidence: 99%

“…Several desirable outcomes of brand love have been proposed, such as brand loyalty, positive word of mouth (WOM) (Carroll and Ahuvia, 2006;Albert and Merunka, 2013;Wallace et al, 2014), stronger purchase intentions (Fetscherin, 2014;Kudeshia et al, 2016;Pawle and Cooper, 2006), and greater willingness to pay price premiums (Albert and Merunka, 2013;Fedorikhin et al, 2008;Thomson et al, 2005) and accept product failures (Grisaffe and Nguyen, 2011). Owing to the growing influence of peer reviews and suggestions on consumers' buying decisions, positive WOM in both offline and online environments (i.e., electronic WOM [eWOM]) are the key objectives of today's marketing activities (Chen and Xie, 2008).…”

Section: Introductionmentioning

confidence: 99%

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Brand love and positive word of mouth: the moderating effects of experience and price

Karjaluoto

Munnukka

Kiuru

2016

JPBM

231

218

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Purpose This study aims to test and extend Carroll and Ahuvia’s (2006) model on the antecedents and outcomes of brand love by examining the moderating effects of experience and price on the relationship between brand love and offline word of mouth (WOM) and between brand love and electronic WOM (eWOM). Design/methodology/approach An online survey was conducted on Facebook, which generated 342 valid responses. The data were analyzed using partial least squares-structural equation modeling. Findings The results mainly support the model by confirming that the self-expressiveness of the brand and trust are positively associated with brand love. No association between hedonic product type and brand love was found. The study’s findings also suggest positive associations between brand love and both types of WOM. Experience and price were found to strengthen the relationship between brand love and offline WOM but not the relationship between brand love and eWOM. Originality/value This study contributes to the literature by introducing and testing an extended model of brand love. It tests two moderating effects on the relationship between brand love and WOM.

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Section: Moderating Effects Of Brand Experience and Price Perceptionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Brand love and positive word of mouth: the moderating effects of experience and price

Karjaluoto

Munnukka

Kiuru

2016

JPBM

231

218

View full text Add to dashboard Cite

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“…brand). As an outcome of attachment, commitment is the next step in consumer-brand relationship (Fedorikhin, Park and Thomson, 2008). Even though, the serial path on commitment was found non-significant, its positive effect size can be considered as a sign of potential improvement on consumer-brand relationship.…”

Section: Resultsmentioning

confidence: 94%

Consumer-brand relationships under the effect of consumer dishonest behavior

Isiksal¹,

Karaosmanoğlu²

2018

Pressacademia

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Purpose-This study aims to investigate the relationship between consumers' feeling of befooled and their relationship with the brand. It argues that when consumers react back to the wrongdoing brand by behaving dishonestly, they feel guilty so that they need to compensate for the post feelings of guilt by establishing stronger relationships with the brand. Methodology-This paper adopts a 2 (befooled) X 2 (ambiguity) factorial experimental design and moderated mediation (Hayes' (2013) PROCESS macro) to test causal relationships. It conveniently gathers 257 responses via Amazon Mechanical Turk (MTurk).Findings-This study reveals that when a brand does wrong to its customers, they engage in punitive behaviors. However, post feelings of guilty turn their brand attachment into positive and repair their commitment. Moreover, situational ambiguity nurtures consumers' dishonesty and hence increases feelings of guilt, which work in favor of consumer-brand relationship reparation. Conclusion-Overall, this paper reveals that negative instances may lead to repairing consequences for the consumer-brand relationships.

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“…It was revealed that this is valid especially when there is harmony between brand and the extended product. Fedorikhin, Park, & Thomson (2008) have highlighted that consumers' attitudes towards brand extensions stem from brand loyalty rather than harmony and consumers react positively to brand extensions and take purchasing There are studies that analyze consumers' approach to brand extensions in the light of cognitive paradigms (Czellar, 2003). Accordingly, there is mutual interaction between the perception of the harmony between the main brand and the extended brand by the consumer and development of their first attitudes towards extensions and their market behavior.…”

Section: Consumers' Attitudes Towards Brand Extensionsmentioning

confidence: 99%

Consumers’ Attitudes towards Brand Extensions: An Analysis on Food and Textile Industries in Turkey

Şahin¹,

Ergin²

2016

IJMS

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Brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers' attitude towards extensions is modified on the basis of their cognitional reactions and relations between the parent brand and extended product and/ or product categories. This study aims at conducting an exploratory research and revealing the relationship between the parent brand and the extended brand. More specifically, the impact of parent brand loyalty on the extension is explored. Therefore, the main objective is to evaluate the attitudes of consumers towards brand extensions through brand loyalty. The study analyzes consumers' attitudes towards brand extensions specifically in food and textile industries. This is in particular to portray that consumers respond positively to brand extensions in various industries due to different motivations. During the methodology application process, in-depth interviews were carried out with 16 participants who were selected from employees working for public and private institutions in Ankara, the capital of Turkey. The interviews were conducted in two stages. During the first stage, the interviews lasted approximately 45 minutes and consisted of open-ended questions about participants' brand choices, reasons for choosing the brands they use. The goal was to evaluate their brand loyalty levels. In addition, the participants were provided with the definition of brand extension and their reactions towards extension were noted. In the second stage, the participants were asked to evaluate their attitudes towards brand extensions in food and textile industries along with the factors that have impact on their evaluations. The participants were specifically observed in terms of their approach to brand extensions where the extension was in a totally different sector from the parent brand. The results indicate that brand awareness has a significant impact on brand extensions with regards to quality and trust. However, this impact is at the highest level when the extension is within the same sector with the parent brand. Whenever the extension is in a different sector, consumers not only have negative attitudes toward that extension but also become suspicious about the parent brand. Thus, quality and trust are pivotal factors influencing consumers' positive attitudes towards brand extensions.

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Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions

Cited by 271 publications

References 64 publications

Brand love and positive word of mouth: the moderating effects of experience and price

Brand love and positive word of mouth: the moderating effects of experience and price

Consumer-brand relationships under the effect of consumer dishonest behavior

Consumers’ Attitudes towards Brand Extensions: An Analysis on Food and Textile Industries in Turkey

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