Because metaphor advertising can increase construal levels, we hypothesized that both visual and verbal metaphor advertising would increase consumers' brand extension
evaluations under the condition of good fit brand extensions
and decrease consumers' brand extension
evaluations under the condition of poor fit brand extensions
, and that an abstract mindset would play a mediating role in this effect.
In addition, understanding what impact the ownership of the team has on the parent brand is important in order to determine the viability of using professional sport teams as brand extensions
The significance of brand extensions
as a brand rejuvenator has gained impetus in the marketing discipline and has become crucial for examining the brand extension
strategies in the global scenario.
They include three musicians: Beyonce (#17, with fashion and fragrance), Shakira (#58, fragrance), and Lady Gaga (#67, fragrance and Barney's tie-in); two talk-show hosts: Oprah (#14, chai tea with Starbucks) and Ellen DeGeneres (#46, pet products); one actress: Sofia Vergara (Kmart tiein); three fashion designers: Diane Von Furstenberg (#68), Miuccia Prada (#75), and Tory Burch (#79), all tied to brand extensions
of one kind or another; and one model: Giselle Bundchen (#89, with apparel, footwear, and cosmetics).
Given the paucity of studies on brand extensions
in the service sector (VAN RIEL, LEMMINK, OUWERSLOOT, 2001), which currently represents the largest part of several countries' economy, including Brazil's, and considering the importance and popularity of the brand extension
strategy, it is essential to know how the consumer evaluates the extension in the service context (VOLCKNER, SATTLER, 2006).
During the past decade, net new food and beverage introductions yielded an average 9% more in year-one sales versus brand extensions
IRI notes that, for the most part, the bulk of the new products were brand extensions
, with 82% of the new food and beverage items launched last year adding to an established line and 91% of the nonfood products debuting being brand extensions
New product brand extensions
can invigorate and drive excitement.
in banking services in not new as the banking industry in India has witnessed the brand extensions
from Housing Finance Companies (HDFC to HDFC Bank), Development Finance Institute (ICICI to ICICI Bank, IDBI to IDBI Bank) and Brokerage firms (Kotak Mahindra to Kotak Mahindra Bank).
Market research studies that mimic a typical shopping environment with visual information and competing brands will reveal greater potential for high-status brand extensions
Byline: Arif Rajani discusses the importance of brand extensions
However, interests were aroused after a study by Aaker and Keller (1990) which aimed at exploring consumers' evaluations of brand extensions