Investigating feedback effects in the field of brand extension using brand concept maps

Abstract

Purpose The purpose of this paper is to apply the (advanced) brand concept maps (BCM) approach to reinvestigate previous findings on feedback effects resulting from brand extension information (BEI) and to explore whether this information affects the structure of a brand’s associative network. Design/methodology/approach This research builds on the associative network memory model, as well as Keller’s conceptualization of customer-based brand equity, and uses a series of empirical studies with a total of 839 respondents in two different countries. Findings The findings reveal that BEI has no significant impact on the structure of the parent brand’s associative network at the individual level. Furthermore, key brand image dimensions (i.e. favorability, strength, and uniqueness of brand associations) are not affected. Research limitations/implications By applying the (advanced) BCM approach, this paper is able to address shortcomings that are incorporated with the use of Likert scales for measuring a brand’s image and for investigating feedback effects in the field of brand extension. As the results indicate that the identification of feedback effects might be influenced by the approach used to measure a brand’s image, this paper calls for further investigations of feedback effects on a brand’s image. Originality/value Data from three empirical studies provide insights into the cognitive processing of BEI and their impact on a brand’s associative network.

Parent brands’ influence on co-brand’s perception: a model-based approach

“…Another possible direction for future research might be the consideration of applying other techniques for measuring brand perceptions, such as techniques that investigate the network of brand associations (Keller, 1993). A particularly promising approach in this regard is the brand concept maps approach (John et al , 2006), which has been subject of recent discussions (Böger et al , 2017; Meissner et al , 2015) and which has also been applied for different brand-related research purposes (Kottemann et al , 2017; Schnittka et al , 2013). By using the brand concept maps approach, researchers might be able to investigate how a potential association transfer contributes to the corresponding (co-)brand association network structures.…”

Online branding strategies of family SME wineries: a Hungarian-German comparative study

“…While the presented research is based on family SME branding and regional branding perspective for wine and tourism, it does not consider concept brands in the wine industry. Concept brands, which are usually corporate brands are the ones who have well defined and implemented concept management maps and start with consumer needs: functional, symbolic and experiential (Kottemann et al. , 2017; Park et al.…”

“…While the presented research is based on family SME branding and regional branding perspective for wine and tourism, it does not consider concept brands in the wine industry. Concept brands, which are usually corporate brands are the ones who have well defined and implemented concept management maps and start with consumer needs: functional, symbolic and experiential (Kottemann et al, 2017;Park et al, 1986;Kuehnl et al, 2019). Corporate, concept brands are part of mass culture and aim at creating mass popularity by shaping personal self-concept of the consumer, as well as his lifestyle, beliefs and aspirations (Roubal, 2017;Nagyova et al, 2017).…”

The Implementation of E-Management Overview in Higher Education

“…If studied in depth, feature limitations occur due to minimal funding factors in e-management development so that universities can only meet the administrative needs of academic services. With current technological advances, e-management can be developed into a more complex form and can reach all academicians, including alumni and university stakeholders (Kottemann et al, 2018).…”