The Effects of Sequential Introduction of Brand Extensions

Keller, Kevin Lane; Aaker, David A.

doi:10.2307/3172491

Cited by 653 publications

(696 citation statements)

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“…In this vein, Keller and Aaker (1992) highlighted the key role of innovation capacity, which influenced both the perceived quality and purchase intention of brands identified with the store's name. Finally, Beristain and Zorrilla (2011) posited that consumers who perceive a store as a competent firm, with know-how and experience, may also perceive it as developing high-quality own brands.…”

Section: Store Social Imagementioning

confidence: 99%

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

2016

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With today's trend toward higher store concentration, building strong store brands has become a priority for many retailing companies. This study aims to analyze the differences in store brands' purchasing likelihood between store brands with a manufacturer identification - a manufacturer signature - and store brands with no information about the manufacturer, as well as the moderating role of the manufacturer signature on store brands' purchase intention. We carried out multiple group analysis through structural equation modeling. Our findings suggest that store brand image has the most significant influence on loyalty and purchase intention for both types of store brands. Moreover, and contrary to our expectations, we did not find empirical support for the moderating role of manufacturer signature on store brands' purchasing likelihood.

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Section: Store Social Imagementioning

confidence: 99%

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

2016

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“…54 Subjects ' perceptions of the company were assessed using six semantic differential scales. Three items measured expertise and three items measured trustworthiness.…”

Section: Corporate Credibilitymentioning

confidence: 99%

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

Jin

Yeo²

2011

J Target Meas Anal Mark

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The purpose of this study is to examine the effects that negative and positive news stories about corporate activities have on customer relationships with those companies. To test the proposed hypotheses, a 2 by 2 (positive versus negative news story; high versus low customer satisfaction) factorial design was implemented. The dependent variables are corporate credibility, CEO reputation for leadership and customer perceptions of the quality of customer-company relationships. The study confi rms the impact of negative news stories on relationship building. The experiment that was run to collect data provides a better understanding of how differently slanted news stories, when combined with customer satisfaction levels, affect customer-corporate relationships. The study also provides information about the role that intangible assets play in relationship building. The fi ndings indicate that negative media coverage of corporations has the potential to damage the image of a corporation and its CEO.

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“…This scale was created based on the attribute-items identified in the previous phase, some of which were similar to others that had already been validated in academic literature for the measurement of perceived brand quality (Keller & D. A. Aaker, 1992), as well as the attitude towards the brand (Zinkhan, Locander, & Leigh, 1986), its personality (J. L. Aaker, 1997), or its degree of luxury (Wiedmann et al, 2007a;2007b;2009). The reliability of the scale was evaluated using Cronbach's alpha for the different dimensions of the considered image.…”

Section: Objective and Methodologymentioning

confidence: 99%

The Balance Between the Transmitted and the Perceived Image of Luxury Fragrance Brands

Díaz-Bustamante¹,

García²,

Puelles³

2015

JMAA

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The luxury market has experienced considerable growth over recent years, being one of the sectors that have been the most resistant to the current economic recession. Selective fragrances make up one of the primary categories of the so-called accessible luxury consumed by a middle class that is seeking to approach the upper classes by copying their lifestyle. Despite the importance of this market, there is relatively little literature existing in regards to the study of the image of luxury brands due to the complexity of the luxury phenomenon. This article presents the results of an initial qualitative study conducted on focus groups of luxury fragrance consumers, making it possible to identify the types of attributes to be considered when studying the brand image of said luxury products. Subsequently, a quantitative study was conducted in order to determine the perceived image of the principle luxury fragrance brands by consumers. Thanks to this study, it has been possible to determine the typical profile of each of the analyzed brands so that a subsequent comparison may be made with the advertising created by said brands in order to verify whether or not the image projected in their advertising corresponds with the perceived image of their target audience.

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The Effects of Sequential Introduction of Brand Extensions

Cited by 653 publications

References 0 publications

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

Influence of Manufacturer Signature on Store Brands' Loyalty and Purchase Intention

Satisfaction, corporate credibility, CEO reputation and leadership effects on public relationships

The Balance Between the Transmitted and the Perceived Image of Luxury Fragrance Brands

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