عنوان انگلیسی مقاله:

The effect of brand extension strategies upon brand image

ترجمه عنوان مقاله: اثر استراتژی گسترش نام تجاری بر روی تصویر نام تجاری

رشته: بازاریابی

سال انتشار: 2004

تعداد صفحات مقاله انگلیسی: 16 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389 consumers the paper demonstrates that the extension strategy dilutes the brand image. Through a regression analysis it is shown that the perceived quality of the brand and consumers’ attitudes towards the extension positively influence both the general brand image (GBI) and the product brand image (PBI) after the extension. While familiarity with the products of the brand only affect the GBI, the perceived degree of fit affects the PBI.

Keywords: Consumer behaviour, Perception, Brand image, Brand extensions, Marketing strategy

Type: Research paper

مقدمه مقاله

In today’s market, having a well thought through brand strategy is a key contribution to corporate success. Brands enable consumers to efficiently encode their functional and emotional values in their minds Franzen and Bouwman, 2001). The resulting images enable consumers to recognize the points of difference between competing brands. Keller 1993) defines brand image as the “perceptions about a brand as reflected by the brand associations held in consumer memory”. These associations refer to any aspect that link the brand with the consumer’s memory Aaker, 1996a).

Relationships are then created between consumers’ personalities and the perceived personalities of brands de Chernatony and Benicio de Mello, 1995; Fournier, 1998; Hogg et al., 2000). One of the challenges for marketers is how to determine the associations consumers have of specific brands. Suggestions are provided by writers such as Low and Lamb 2000) who developed a protocol to measure brand image. Even though relating the measurement of brand mage directly to the product appears a reasonable way to determine what is in the consumer’s mind, it should be realised that often products are marketed under an umbrella brand strategy, which could lead to a more general brand image. Keller 1993) argues that within multidimensional brand images, direct associations are seen with both the product and aspects of the brand. It is therefore appropriate to consider a method for measuring the dimensions of a brand’s image that can be used for various product categories and various brands Aaker, 1996b). When studying a brand’s image it should be realised that this is not static and is influenced by the numerous decisions that the company takes about its brand over time. A frequently adopted strategy is that of brand extension.

 

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