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- Publisher
- Springer Journals
- Copyright
- Copyright © 2013 by Academy of Marketing Science
- Subject
- Economics / Management Science; Business/Management Science, general; Marketing; Social Sciences, general
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/s11747-013-0328-7
- Publisher site
- See Article on Publisher Site
Abstract
This research investigates perceived brand globalness, brand origin image, and brand origin–extension fit as drivers of brand extension success that are mediated through parent brand quality and brand–extension fit. The authors present two complementary studies based on consumer samples from a mature and an emerging market respectively. In both studies, out of all drivers examined, the brand origin–extension fit has the strongest effect on brand extension success both in terms of quality evaluations and purchase intentions. The findings further indicate that extension success is more influenced by consumers’ perceptions of the country from which the focal brand originates than by their perceptions of the brand’s global availability and reach. Implications of the findings for theory and practice are considered and future research directions identified.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Jan 27, 2013