How less congruent new products drive brand engagement: The role of curiosity

Gerrath, Maximilian H. E. E.; Biraglia, Alessandro

doi:10.1016/j.jbusres.2021.01.014

Cited by 31 publications

(15 citation statements)

References 88 publications

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“…The power of using brand extensions is evidenced by the sheer numbers that are launched every year (Aaker 1990;Gerrath and Biraglia 2021;Pontes and Pontes 2021;Goedertier et al 2015). In 2019 Heinz launched 'tomato ketchup caviar' for Valentine's Day (Jonze 2019) and recently the Dutch textile discounter Zeeman has launched a perfume bottle and a Bluetooth speaker (Van Rompaey 2021).…”

Section: Designing Brand Extensionsmentioning

confidence: 99%

“…By launching these brand extensions brands hope to stand out from competitors and generate brand engagement (Gerrath and Biraglia 2021). However, it remains unclear how innovative these brand extensions can be, in order to still accomplish the desired acceptation (Gerrath and Biraglia 2021;Goedertier et al 2015). Marketing managers face the problem of brand extension failures, which can reach rates between 80 and 90% (Batra et al 2010;Marketing 2003).…”

Section: Designing Brand Extensionsmentioning

confidence: 99%

See 1 more Smart Citation

Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space

Mulder-Nijkamp

Kok²,

Классен³

et al. 2022

Corp Reputation Rev

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The introduction of innovations can be more successful when launched under an established brand name, e.g. as a brand extension. However, the role of the appearance of the design is often underexposed, whereas the visual appearance of products is known as a critical determinant of consumer response and product success. Based on current literature, designers and design managers only know what to design, but suffer from a lack of knowledge how to design more successful brand extensions. When designing the visual appearance of these extensions we can rely on the strong and recognizable identity of the brand (typicality), but also have to create a completely new product (novelty) referring to the much-debated MAYA Principle (Most Advanced, Yet Acceptable). In this paper we recognize the limitations of the MAYA principle and claim that the success of brand extensions cannot be explained by a simple negative linear equation of opposites as typicality versus novelty. The results of two design case studies about speakers and headphones show that at least three determinants play an important role when designing the appearance of brand extensions; product typicality (does the design look like the archetype product), novelty (how novel is the design) and brand fit (does the design refer to the brand characteristics). Besides that we argue that the optimal balance between those three actors will also be determined by the type of product (archetype or multitype). The results indicate a higher importance of a novel visual styling for speakers and a stronger connection between typicality and brand fit for headphones. To support the design process even further, we will present our findings with the aid of the Triangular Designers space that helps designers and design managers to strategically make decisions to launch successful brand extensions.

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Section: Designing Brand Extensionsmentioning

confidence: 99%

Section: Designing Brand Extensionsmentioning

confidence: 99%

Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space

Mulder-Nijkamp

Kok²,

Классен³

et al. 2022

Corp Reputation Rev

View full text Add to dashboard Cite

show abstract

“…Eelen et al (2015) conducted a study on supermarket products, and they found that attaching the label "new" to a product translates into a more positive consumers' attitude to the product and a greater purchase intention. Additionally, Gerrath and Biraglia (2021) analysed users' choices when they were exposed to both popular and less popular brands. It was found that some users, due to curiosity, prefer new items that are released from a brand, especially if it is a popular one (i.e., known by the users).…”

Section: Consumer Choice and Modelingmentioning

confidence: 99%

Choice Models and Recommender Systems Effects on Users’ Choices

Hazrati

Ricci

2022

Preprint

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Nowadays, the users of a web platform, such as a video-on-demand service or an eCommerce site, are routinely using the platform's Recommender System (RS) when choosing which item to consume or buy (e.g., movies or books). It is therefore important to understand how exposure to recommendations can influence the users' choices, particularly the quality and distribution of the chosen items. However, users, even in the presence of the same RS, may show diverse and even atypical choice behaviours, which are independent of the RS; they may have the preference for choosing more popular or recent items. The effect of these behaviours on the collective evolution of the choices and the performance of the RS is not well understood yet. In fact, in previous analyses, the users were supposed to only choose among the top recommendations, without any further discrimination. Hence, we first perform a correlation analysis, in some choices data sets, revealing that three kinds of choice behaviours, namely the tendency to choose popular, recent, and highly rated items, is actually observable in large percentages of the users. Then we investigate how these choice behaviours, implemented as algorithmic Choice Models (Popularity-CM, Age-CM and Rating-CM), can influence the overall choice distribution and the performance of the RS. With the aim of understanding such relationships and consequences, we have designed a simulation framework where the considered choice models (CMs) are adopted to simulate users' choices when they are exposed to recommendations from alternative RSs. We found that, 1) the choices' distribution of a user population is significantly influenced not only by the RS, but also substantially by the prevalent choice model of the population, 2) some biases of the RS are translated to the choices whatever is the CM, and 3) some important biases of the RS, in how they influence users' choice distribution, depend also on the choice model that the users adopt. The study contributes to the start of a new line of research where the impact of recommendation technologies can be studied with respect to alternative decision making approaches, which are actually followed by real users. Additionally, the simulation approach can help other researchers and practitioners to investigate the effect of deploying an RS when a certain CM is identified in a population of users.

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“…For instance, Apple successfully extended from phones to watches, Ferrari went beyond sports cars to introduce perfume, and Nestle went from human's coffee, tea, and milk powder to pets' food and drinks. Reflecting this trend, a growing stream of literature has focused on adopting appropriate strategies to introduce incongruent new products for benefiting from the parental brand equity, mostly (Jhang et al, 2012;Zhong et al, 2020;Gerrath and Biraglia, 2021). Several scholars identified some factors, such as strong brand reputation (Chun et al, 2015), products displayed placement (Zheng et al, 2019), and life-role transition of consumers (Su et al, 2021) to promote distant brand extensions success.…”

Section: Introductionmentioning

confidence: 99%

Is Distant Extension Always Upset? Neural Evidence of Empathy and Brand Association Affect Distant Extension Evaluation

et al. 2022

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Distant brand extension as an essential strategy of obtaining benefits was highly focused on the normal marketing practice and academic research. In the current study, we aim to recognize that how individuals with different levels of empathy respond to distant extensions under corporate social responsibility (CSR) and corporate competence (CC) associations to explore the corresponding neural mechanisms using event-related potentials (ERPs). We divided subjects into two groups involving a high empathy (HE) group and a low empathy (LE) group according to an empathy measure questionnaire. The subjects first faced a brand name following the CSR or CC association descriptions, and then, they were asked to evaluate the new product of brand by a five-point scale. Current results revealed that the participants of the HE group were more apt to accept the distant extension products than those of the LE group. Additionally, in the HE group, products from a brand with CSR associations were more acceptable than CC associations. Moreover, a larger N2 amplitude was elicited in the LE group than in the HE group. For the LE group, an augment N2 was found under CSR than CC associations, reflecting that LE consumers might perceive conflict when evaluating distant extensions and allocate more cognitive resources to deal with CSR information. At the later stage, the HE group showed a greater P3 than the LE group. For the HE group, an increased P3 was elicited under CSR than CC associations, suggesting that empathic individuals might show motivational salience and helping willingness toward distant extension products, especially under the CSR scenario. These results provide potential electrophysiological evidence for the positive impact of brand associations on the evaluation of distant brand extension in the case of subdividing different empathic individuals.

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How less congruent new products drive brand engagement: The role of curiosity

Cited by 31 publications

References 88 publications

Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space

Innovating the Archetype: Discovering the Boundaries of the Triangular Designer Space

Choice Models and Recommender Systems Effects on Users’ Choices

Is Distant Extension Always Upset? Neural Evidence of Empathy and Brand Association Affect Distant Extension Evaluation

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