Managing sub-branding affect transfer: the role of consideration set size and brand loyalty

He, Yuanqiong; Chen, Qimei; Tam, Leona; Lee, Ruby P.

doi:10.1007/s11002-014-9317-y

Cited by 23 publications

(22 citation statements)

References 29 publications

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“…We thereby empirically confirm that hierarchically structured brand schemata are linked to the success of specific branding strategies (Halkias, 2015). The use of this strategy enhances firm value (Hsu et al, 2016), reduces challenges of brand extensions (He et al, 2016), and improves consumers' purchase intention across nations. These findings are in line with, but extend, most studies on the relationship of corporate and product evaluations.…”

Section: Theoretical Implicationssupporting

confidence: 57%

“…Scholars differentiate four branding strategies: house of brands reflects a purely product strategy, and branded house reflects a purely corporate strategy (e.g., Gillette of P&G and Nike); sub-branding and endorsed branding are categorized within those extremes. Sub-branding applies equally to corporate and product brands, e.g., Sony PlayStation, VW Golf (as in national studies, e.g., He et al, 2016;Hsu et al, 2016). In contrast, endorsed branding links corporate and product brands to a lesser extent, e.g., the corporate brand name appears on the product package, not as part of the product brand name (Brexendorf & Keller, 2017).…”

Section: Conceptual Framework and Hypothesismentioning

confidence: 99%

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Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations

Swoboda

Sinning

2021

Manag Int Rev

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Many multinational corporations use their corporate brand to endorse their products but thereby attract international consumers differently. Therefore, it is important to analyze whether corporations profit from endorsed branding strategies across nations or whether they must rely on country-specific factors. The authors propose a theory-based framework and apply multilevel mediation structural equation modeling with cross-level interactions to analyze the typical direct and indirect effects of global corporate brand image and global product brand image on product purchase intention across nations. The authors rely on hierarchical data from 7660 consumer evaluations of a multinational corporation’s global corporate and product brands in 35 countries. Importantly, the results provide insights into country-specific moderators, i.e., the degree of country development and national culture, and the respective country portfolio. They further contribute to the application of theory and show a positive indirect effect of global corporate brand image on product purchase intention via global product brand image across nations. Additionally, a positive, although weaker, direct effect of global corporate brand image on product purchase intention is found. However, the degree of country development and national culture moderate both effects differently. This study provides new theoretical implications and shows that a country portfolio offers concrete hints for managers.

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Section: Theoretical Implicationssupporting

confidence: 57%

Section: Conceptual Framework and Hypothesismentioning

confidence: 99%

Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations

Swoboda

Sinning

2021

Manag Int Rev

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“…The choice of branding strategy is likely to be a key factor in the development of any line extension, but specific effects of the branding strategy have received limited attention in the brand/line extension literature (He et al., ; Milberg et al., ; Tsai et al., ). Sood and Keller () stated that branding strategies deserve greater attention in the study of parent brand spillover effects.…”

Section: Research Background and Hypothesis Developmentmentioning

confidence: 99%

“…In this case, the reason behind the launch of “Clinique” was to avoid taking advantage of the equity associated with its parent brand to reduce potential negative spillovers on the Estée Lauder brand in the case of failure (He, Qimei, Tam, & Lee, ). However, specific effects of branding strategies have received limited attention in the brand/line extension literature (He et al., ; Milberg, Park, & McCarthy, ; Tsai et al., ) and most of the findings relates to non‐luxury brands. Therefore, it has become imperative to investigate the contrasting effects of different types of branding strategies vs. downward line extension and their spillover effect on a luxury parent brand.…”

Section: Introductionmentioning

confidence: 99%

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

Boisvert

Ashill

2018

Psychology and Marketing

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The phenomenon of "masstige brands" has led many luxury brands to launch downward extensions, which come with the risk of diluting the parent brand. The goal of this study is to test the extent to which downward line extensions may impact a French luxury parent brand's evaluation by U.S. consumers through the role of branding strategies, extension authenticity, and fit. Based on an ANOVA design, our results show that different branding strategies, such as direct, sub-branded, and/or independent/standalone line extensions, have different impacts on the level of dilution of the luxury parent brand. Specifically, an independent/standalone brand scores better for a downward extension than for a horizontal extension. The findings also reveal that extension authenticity and fit play a key role in the process. Theoretical and managerial implications are provided. K E Y W O R D Sbranding strategies, downward extensions, extension authenticity, extension fit, luxury brands, spillover effect

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“…Brand loyalty is viewed as a distinct component of brand equity (Aaker, 1991;Aaker, 1995;Anderson and Kumar, 2007;He et al, 2014) and has been repositioned as a potential consequence of brand equity. Nonetheless, Keller (1993) did not include brand loyalty as a distinct component of brand knowledge.…”

Section: Outcomes Of Brand Equitymentioning

confidence: 99%

Mediating model of brand equity and its application

Raut

Pawar

Brito

et al. 2019

SJME

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Purpose This paper aims to examine the mediating role of brand satisfaction and brand trust in brand equity antecedents and outcomes through an empirical investigation of brand equity elements. Design/methodology/approach A survey was conducted in Pune and Mumbai, two prominent cities of India. A structured questionnaire focussed on garnering responses on measuring brand equity antecedents and outcomes was circulated to the cell phone users. The questionnaire aimed to assess the role of two additional variables, namely, brand satisfaction and brand trust, in the existing and the conceptual model of brand equity (Keller, 2001). Based on the data analysis, a structural equations path and the mediating model were developed. Findings The findings of this study show that the new brand equity model is highly relevant in predicting brand equity as compared to the existing brand equity model (Keller, 2001). The brand equity mediation model clearly elucidates the role of brand trust and brand satisfaction. Research limitations/implications With reference to a theoretical contribution, the study broadens the existing hypothetical model of brand equity. The findings of this research provide a strategic and analytical model for brand managers to build brand relationships among their consumers. Originality/value The present study challenges the existing model of brand equity (Keller, 2001) and further makes an effort to fill in the gaps in the existing theoretical model of brand equity.

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Managing sub-branding affect transfer: the role of consideration set size and brand loyalty

Cited by 23 publications

References 29 publications

Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations

Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

Mediating model of brand equity and its application

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