The impact of brand extension success drivers on brand extension price premiums

Sattler, Henrik; Völckner, Franziska; Riediger, Claudia; Ringle, Christian M.

doi:10.1016/j.ijresmar.2010.08.005

Cited by 137 publications

(88 citation statements)

References 73 publications

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“…Second, this project employs an exploratory and qualitative methodological approach as opposed to most of the existing theoretical body consisting of knowledge built on experimental design and statistical modelling (e.g., Boush et al, 1987;Broniarczyk and Alba, 1994;Völckner and Sattler, 2006;Hagtved and Patrick, 2009;Sattler et al, 2010;Magnoni and Roux, 2012;Albrecht et al, 2013). The qualitative method has been chosen to discover alternative perspectives of brand extension, thus revealing new insight benefiting the long-term development of the field (Mick andFournier, 1999 in Czellar, 2003).…”

Section: Methodsmentioning

confidence: 99%

“…One of the rationales for using brand extensions is exactly to leverage the brand, meaning that consumers evaluate the extension by using their existing knowledge about the parent brand and the extension category (Aaker and Keller, 1990;Smith and Park, 1992;Broniarczyk and Alba, 1994;Park and Kim, 2001;Sattler et al, 2010) as well as a number of extrinsic cues such as brand name to draw inferences about the brand extension performance (Park et al, 1991;Milberg et al, 2010). The reciprocal effect, on the other hand, is the effect of the brand extension on the parent brand (Aaker and Keller, 1992;Ahluwalia and Gürhan-Canli, 2000;Martínez and Pina, 2010).…”

Section: Key Success Factors: Determinants Of Brand Extension Successmentioning

confidence: 99%

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Brand and line extensions: an empirical study from the new age luxury industry

Som

Pape

2015

LRJ

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Brand and line extensions represent an essential vehicle for growth and are currently one of the most applied marketing strategies within the luxury sector. Though it has its advantages, there are several risks associated with pursuing such a strategy. Consequently, this paper attempts to understand the key success factors behind brand and line extension in the new era of luxury expansion. An integrative model of key success factors is proposed by combining current research with empirical findings obtained through an explorative and qualitative research design based on primary data from eight semi-structured interviews with managers from luxury brands. We identify five key success factors: 1) add value through originality; 2) stay at the level of the brand regarding price, quality, style and image; 3) create relevance to core business and be aligned with DNA; 4) stick to the vision of the founder; 5) assure consistency in brand identity and image.Keywords: brand and line extension; key success factors; new age luxury; luxury brand growth; the future of luxury; empirical study; qualitative research; institutional perspective.Reference to this paper should be made as follows: Som, A. and Pape, N. (2015) 'Brand and line extensions: an empirical study from the new age luxury

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Section: Methodsmentioning

confidence: 99%

Section: Key Success Factors: Determinants Of Brand Extension Successmentioning

confidence: 99%

Brand and line extensions: an empirical study from the new age luxury industry

Som

Pape

2015

LRJ

View full text Add to dashboard Cite

show abstract

“…Furthermore, in the second questionnaire, we used a cover story to create the perception that the exogenous and endogenous constructs were not connected. Regarding the statistical remedies, we followed Sattler et al (2010) and only conducted Harman's single-factor test but no other techniques, since all existing methods have shown to lack effectiveness in detecting common method variance. The results of the test show that the single factor does not account for more than half of the variance (in detail, it accounts for 35%), and thus, it is unlikely that our results are notably influenced by common method variance.…”

Section: Main Studymentioning

confidence: 99%

Process is King: Evaluating the Performance of Technology-mediated Learning in Vocational Software Training

Söllner

Bitzer

Janson

et al. 2018

Journal of Information Technology

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Technology-mediated learning (TML) is a major trend in education, since it allows to integrate the strengths of traditional-and IT-based learning activities. However, TML providers still struggle in identifying areas for improvement in their TML offerings. One reason for their struggles is inconsistencies in the literature regarding drivers of TML performance. Prior research suggests that these inconsistencies in TML literature might stem from neglecting the importance of considering the process perspective in addition to the input and outcome perspectives. This gap needs to be addressed to better understand the different drivers of the performance of TML scenarios. Filling this gap would further support TML providers with more precise guidance on how to (re-)design their offerings toward their customers' needs. To achieve our goal, we combine qualitative and quantitative methods to develop and evaluate a holistic model for assessing TML performance. In particular, we consolidate the body of literature, followed by a focus group workshop and a Q-sorting exercise with TML practitioners, and an empirical pre-study to develop and initially test our research model. Afterward, we collect data from 161 participants of TML vocational software trainings and evaluate our holistic model for assessing TML performance. The results provide empirical evidence for the importance of the TML process quality dimension as suggested in prior literature and highlighted by our TML practitioners. Our main theoretical as well as practical contribution is a holistic model that provides comprehensive insights into which constructs and facets shape the performance of TML in vocational software trainings.

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“…A nonparametric bootstrapping procedure was used to detect the significance of all path coefficients and the estimates for the standard errors within the research model [47]. Bootstrapping procedures with 212, 249, and 181 cases for the years 2013, 2014, and 2015, respectively, and 5000 resamples were used to test our hypotheses.…”

Section: Structural Modelmentioning

confidence: 99%