<i>Consumer Evaluation of Brand Extensions: Good to Service and Service to Good</i>

Ramanathan, Jayasankar

doi:10.1177/0256090920130207

Cited by 7 publications

(8 citation statements)

References 48 publications

(108 reference statements)

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“…Goods and service are considered as both sides of an important continuum of “offering,” being distinguished from each other by the characteristics such as inseparability, heterogeneity, intangibility, perishability, and a lack of ownership ( Zeithaml et al, 1985 ; Iacobucci, 1998 ; Lovelock and Gummesson, 2004 ). Based on this offering level, brand extension can be separated into four types: goods-to-goods, goods-to-service, service-to-service, and service-to-goods ( Ramanathan, 2013 ).…”

Section: Introductionmentioning

confidence: 99%

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Yang

Lee

Seomoon

et al. 2018

Front. Hum. Neurosci.

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Brand extension is a marketing strategy to apply the previously established brand name into new goods or service. A number of studies have reported the characteristics of human event-related potentials (ERPs) in response to the evaluation of goods-to-goods brand extension. In contrast, human brain responses to the evaluation of service extension are relatively unexplored. The aim of this study was investigating cognitive processes underlying the evaluation of service-to-service brand extension with electroencephalography (EEG). A total of 56 text stimuli composed of service brand name (S1) followed by extended service name (S2) were presented to participants. The EEG of participants was recorded while participants were asked to evaluate whether a given brand extension was acceptable or not. The behavioral results revealed that participants could evaluate brand extension though they had little knowledge about the extended services, indicating the role of brand in the evaluation of the services. Additionally, we developed a method of grouping brand extension stimuli according to the fit levels obtained from behavioral responses, instead of grouping of stimuli a priori. The ERP analysis identified three components during the evaluation of brand extension: N2, P300, and N400. No difference in the N2 amplitude was found among the different levels of a fit between S1 and S2. The P300 amplitude for the low level of fit was greater than those for higher levels (p < 0.05). The N400 amplitude was more negative for the mid- and high-level fits than the low level. The ERP results of P300 and N400 indicate that the early stage of brain extension evaluation might first detect low-fit brand extension as an improbable target followed by the late stage of the integration of S2 into S1. Along with previous findings, our results demonstrate different cognitive evaluation of service-to-service brand extension from goods-to-goods.

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Section: Introductionmentioning

confidence: 99%

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Yang

Lee

Seomoon

et al. 2018

Front. Hum. Neurosci.

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“…Brand reliance has not been analyzed previously in the context of service brand extensions, yet we predict that it will be relevant in this context, because service brands provide critical extrinsic cues that customers can use to evaluate service offerings (Berry, 2000;Brady et al, 2005;Onkvisit and Shaw, 1989). Because brand reliance is a consumer-specific trait (Ramanathan, 2013), consumers likely vary in the amount of relevance they assign to a brand cue. If they tend to perceive buying an unknown brand as more risky (high brand reliance), they should prefer well-known brands in an extension category, so we predict a positive impact of brand reliance on service brand extension evaluations (DelVecchio, 2000;Ramanathan, 2013;Völckner and Sattler, 2006).…”

Section: Extension Category As a Moderator Of Brand Reliance And Percmentioning

confidence: 94%

“…However, these relationships are well established, so we do not develop explicit hypotheses for them. Specifically, the model includes (presumably positive) relationships of the perceived quality of the extension with the perceived quality of the parent brand (e.g., Arslan and Altuna, 2012;Sattler, 2006, Völckner et al, 2010), parent brand conviction (e.g., Sichtmann, 2007;Völckner et al, 2010), brand reliance (e.g., Ramanathan, 2013;Völckner and Sattler, 2006), and consumer innovativeness (e.g., Hem et al, 2003;Steenkamp et al, 1999).…”

Section: Qualitymentioning

confidence: 99%

Extending service brands into products versus services

Sichtmann

Schoefer

Blut

et al. 2017

EJM

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Despite the recognition that service brands can extend to other services (service-to-service brand extensions) or products (service-to-product brand extensions), little research considers the effect of the extension category on the drivers of service brand extension success. To address this gap, the present study proposes and empirically tests a conceptual framework that explicitly considers the extension category as a moderator of the relationship of brand-and consumer-level success drivers (perceived quality of the parent brand, parent brand conviction, brand reliance, consumer innovativeness) with perceived extension quality. The findings indicate a systematic, extension category-dependent influence on the effects of service brand extension success drivers. In particular, the influence of perceived parent brand quality and parent brand reliance is stronger, but the influence of parent brand conviction is weaker, when service brands extend to other services. These findings have significant implications for theory and practice.

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“…2.1. Literature review in the Indian context Ramanathan (2013) studied the effectiveness of brand extensions as a marketing strategy. As per this study, brand extensions could be leveraged as a strategy for cost reduction as well as risk mitigation.…”

Section: Literature Reviewmentioning

confidence: 99%

Development of Sustainable Brands in the Micro, Small and Medium Enterprise (Msme) Sector in India

Lahiri¹,

Banerjee²

2019

JOM

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In the Indian economy, the Micro, Small and Medium Enterprises (MSMEs) form the backbone of inclusive growth. After liberalization, the MSME sector is facing a complex mix of opportunities and challenges. Despite its significant contributions, the MSME sector remains neglected due to its weak marketing and branding. A majority of start-ups fail shortly after inception. The present research is an attempt to identify the significant factors responsible for the development of sustainable brands of the MSME sector and to estimate the impact of these factors on firm performance.

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Consumer Evaluation of Brand Extensions: Good to Service and Service to Good

Cited by 7 publications

References 48 publications

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Characteristics of Human Brain Activity during the Evaluation of Service-to-Service Brand Extension

Extending service brands into products versus services

Development of Sustainable Brands in the Micro, Small and Medium Enterprise (Msme) Sector in India

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