Search results

1 – 9 of 9
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 19 July 2011

Nina M. Iversen and Leif E. Hem

Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived…

2791

Abstract

Purpose

Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived global or local origin impacts evaluations of brand extensions and creates transfer effects of brand meaning. The paper conceptually characterizes the transference process and empirically tests the nature and extent of spillover effects of origin associations across multiple parent brands and extensions.

Design/methodology/approach

For the empirical testing of the conceptual model of transfer effects of origin associations we undertook a cross‐sectional consumer survey amongst a sample of 267 Norwegian respondents. Structural equation modelling was used to investigate the causal relationships between the latent exogenous and endogenous variables in the conceptual model.

Findings

The present study indicates that the global and local origin framework, first introduced by Steenkamp et al. in 2003, can explain the occurrence of reciprocal transfer of brand meaning across parent brands and extensions. The paper shows that global and local origin associations operate in a manner very similar to brand associations in the transference of perceptions. It finds that distinct origin associations influence the pre‐brand image and drive the forward effect on the attitude towards the extension as well as the subsequent backward effect upon the post‐brand image of the parent brand.

Originality/value

This paper reveals for the first time that distinct origin associations can initiate spillover effects across parent brands and extensions. This study is therefore an important step towards the generalizability of main brand extension studies to other contexts such as extensions of global brands.

Details

International Marketing Review, vol. 28 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Access Restricted. View access options
Article
Publication date: 13 November 2009

Isabel Buil, Leslie de Chernatony and Leif E. Hem

The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand…

15477

Abstract

Purpose

The aim of this paper is to examine the impact of perceived fit, brand type and country's culture on the consumers' attitude towards brand extensions and on the parent brand equity.

Design/methodology/approach

Data were collected in three European countries: Spain, UK, and Norway. A series of analyses of variance (ANOVA) were conducted to test the hypotheses.

Findings

Brand extensions with high fit receive more favourable consumer evaluations and decrease the negative feedback effects of extensions on parent brand equity. Results also reveal that parent brand equity dilution is higher when the brand used to launch the extension has high equity. Finally, findings indicate different consumers' responses to extensions and effects on parent brand equity across countries.

Research limitations/implications

Important directions for future research would be to include other countries and carry out a more in‐depth analysis to understand the effect of culture.

Practical implications

Managers should launch extensions with high perceived fit. In addition, greater effort is needed to extend high equity brands, due to their greater dilution. Finally, managers need to understand that consumer evaluations and feedback effects of the same brand extensions can vary due to cultural differences between consumers. Therefore, standardised brand extension strategies should be carefully considered.

Originality/value

The study focuses, not only on consumer evaluations of extensions, but also on the effects of extensions on the parent brand equity. Furthermore, this paper is one of the first to empirically examine and show that consumer evaluations of extensions and feedback effects on parent brand equity differ across countries.

Details

European Journal of Marketing, vol. 43 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

Access Restricted. View access options
Article
Publication date: 7 December 2015

Natalia Maehle, Nina Iversen, Leif Hem and Cele Otnes

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness…

7810

Abstract

Purpose

The purpose of this paper is to identify the relative importance of four main attributes of food products for consumer’s choice. These are price, taste, environmental friendliness and healthfulness, tested across hedonic and utilitarian food products (milk and ice-cream). The weighting of attributes involved in food choices is a complex phenomenon, as consumers must consider contradictory requirements when making their choices. Consumers’ decision-making processes might also be influenced by food category. Some food products are mostly consumed for pleasure, whereas others are consumed because of their nutritional value.

Design/methodology/approach

The study employs a choice-based conjoint technique, which addresses how consumers make trade-offs across a set of product attributes.

Findings

The results indicate that price and taste attributes are rated as the most important for both hedonic and utilitarian food products. However, when the authors group consumers according to their product preferences, the relative importance of product attributes changes. Specifically, the importance of environmental friendliness and healthfulness is much higher among the health-conscious and environmentally conscious segments than for other segments.

Originality/value

To the knowledge, this is the first study comparing the importance of this combination of product attributes (price, taste, calorie content and eco-label) across hedonic and utilitarian foods in a choice-based conjoint setting. Moreover, a new way of grouping consumers according to their ethical-value profiles enables the authors to create a psychographic description of these segments, and to relate it to their food attribute preferences.

Details

British Food Journal, vol. 117 no. 12
Type: Research Article
ISSN: 0007-070X

Keywords

Access Restricted. View access options
Article
Publication date: 30 May 2008

Nina M. Iversen and Leif E. Hem

The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to…

6691

Abstract

Purpose

The paper seeks to discuss and analyse the nature of place umbrella brands and the role such brands play in promotion of a country, a region, or a city. The purpose is also to identify some salient success criteria of provenance associations as core values of place umbrella brands.

Design/methodology/approach

The study delineates a conceptual framework, which illustrates important components in place umbrella branding. It also highlights a set of criteria to aid prioritisations among prospective provenance associations that have a potential to be used as brand values of place umbrella brands.

Practical implications

The paper identifies some characteristics of provenance associations, which make them more transferable across a bundle of umbrella brand partners. The generation of better marketing theory in the field of place branding will make it easier for practitioners to reach the right decisions in choice of provenance associations.

Findings

It is claimed that transcendence is related to the transferability of provenance associations across a bundle of brands. Because transferability strongly depends on perceptions of similarity, the starting point is to identify matches between the partner brands based on their shared provenance.

Originality/value

The article ends with a recommendation that researchers in place branding should carefully analyze provenance associations according to the suggested criteria.

Details

European Journal of Marketing, vol. 42 no. 5/6
Type: Research Article
ISSN: 0309-0566

Keywords

Access Restricted. View access options
Book part
Publication date: 1 January 2008

Michael A. Merz, Dana L. Alden, Wayne D. Hoyer and Kalpesh Kaushik Desai

Abstract

Details

Review of Marketing Research
Type: Book
ISBN: 978-0-85724-726-1

Available. Open Access. Open Access
Book part
Publication date: 2 August 2023

Susana Tosca

Abstract

Details

Sameness and Repetition in Contemporary Media Culture
Type: Book
ISBN: 978-1-80455-955-0

Access Restricted. View access options
Article
Publication date: 1 February 1954

THE year 1954 opened more brightly, in some respects, than most previous years. Salaries are better than they used to be, staffs are larger, and hours are shorter. But there is…

26

Abstract

THE year 1954 opened more brightly, in some respects, than most previous years. Salaries are better than they used to be, staffs are larger, and hours are shorter. But there is even less room for complacency or even bare satisfaction than there was forty years ago. Then, however poor was the pay and however long the hours, there was every indication that librarianship was gradually becoming recognized as a profession which in time would rank with the great professions. Principles and objectives were clear and were never lost sight of, but librarians and assistants of that day realized that the great professions were dependant, not only on principles but upon absolute mastery of technique; that no lawyer could survive who merely talked grandiloquently about the principles and objectives of his calling; that the medical man endured—and in many instances enjoyed—a severe and lengthy training in technique and practice, and that even when he became a specialist his prime need and principal qualification was absolute mastery and up to date knowledge of technique and practice in his field of specialisation. In the light of that fad a detailed study of library technique became accepted as essential, and a mass of practical and technical literature was studied and mastered by more than one generation. For examination purposes, perhaps more than for any other reason, the present generation of assistants continues that study, but there has been a change of weight. Today we hear frequently that technique is relatively unimportant and that principles and objectives are the vital essentials.

Details

New Library World, vol. 55 no. 7
Type: Research Article
ISSN: 0307-4803

Access Restricted. View access options
Article
Publication date: 1 January 1957

AN ESTEEMED correspondent points out that there are about two dozen library magazines of all sorts and sizes in circulation, whereas when he started his career there were no more…

56

Abstract

AN ESTEEMED correspondent points out that there are about two dozen library magazines of all sorts and sizes in circulation, whereas when he started his career there were no more than three. Our correspondent has himself had considerable editorial experience, and it may be that he is still in harness in that regard. One of his earliest efforts was in running the magazine of the old Library Assistants' Association, and it is not likely that that magazine has ever reached the same heights of excellence as it attained in his day. He observes that there are far too many library magazines now in circulation. We agree.

Details

Library Review, vol. 16 no. 1
Type: Research Article
ISSN: 0024-2535

Access Restricted. View access options
Article
Publication date: 5 July 2019

Klara Arnberg

By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling…

624

Abstract

Purpose

By studying the marketing of advertising space, this paper aims to study how class, gender and region were portrayed in terms of economic considerations in adverts selling advertising space to potential advertisers. The paper studies how readers were discursively transformed into consumers in this material and how different consumer groups were depicted, divided and framed during Sweden’s early consumer culture. By doing so, the paper highlights the tensions between aiming at a mass audience, on the one hand, and striving to reach more and more specific consumer groups on the other hand.

Design/methodology/approach

Both qualitative and quantitative analyses are made in order to follow the changes of highlighted consumer groups in the ads. Intersectional analysis is used to see how notions of class and gender intersected during the analysed period.

Findings

The sectioning of the press is in the paper stressed as a prerequisite for market segmentation and the economic history of mass media is lifted as essential for understanding it. The gendering and classing of market segments were also based on how common interests were interpreted by political movements and their press forums. For surviving in the long run, however, the paper argues that the political press needed to commercialise their readerships to attract advertisers and survive economically.

Originality/value

The paper concludes that mass marketing and segmentation processes were in many senses parallel in the studied material. Statements of reaching all social classes diminished over time, but notions of the masses were prevalent in both the worker and the women categories. However, how advertisers choose between different media for their advertising campaigns or how they adopted different marketing methods towards different segments are beyond the scope of this paper.

Details

Journal of Historical Research in Marketing, vol. 11 no. 2
Type: Research Article
ISSN: 1755-750X

Keywords

1 – 9 of 9
Per page
102050