Brand Attribute Associations, Emotional Consumer-Brand Relationship and Evaluation of Brand Extensions

Australasian Marketing Journal - Tập 27 - Trang 249-260 - 2019
Naser Pourazad1, Lara Stocchi1, Vipul Pare1
1College of Business, Government and Law, Flinders University, GPO Box 2100, Adelaide 5001, South Australia, Australia

Tóm tắt

This research aims to test the power of brand attribute associations and emotional consumer-brand relationship (E-CBR) as drivers of the intention to purchase brand extensions, while taking into consideration the moderating role of perceived fit. These aspects are examined in the context of luxury brands, given their expressive and hedonic nature. In more detail, using survey data from a population of Iranian consumers and covariance-based structural equation modelling (SEM), this study confirms that E-CBR has a positive impact on the intention to purchase a luxury brand's extension. The study also confirms that E-CBR mediates the relationship between brand attribute associations and the intention to purchase a luxury brand's extension. As such, this research sheds light on the synergic effects of cognitive (brand attribute associations) and emotional (E-CBR) factors in relation to extensions of luxury brands. With respect to perceived fit, the results highlight that it moderates the relationship between brand attribute associations and the intention to purchase a luxury brand's extension. These findings advance existing knowledge of how consumers see extensions of luxury brands, revealing important underlying mechanisms that tie rational and emotional aspects, shaping consumers’ intent. Accordingly, this research yields important implications in relation to the marketing tactics that could be utilised to promote the acceptance of luxury brands’ extensions, especially in growing middle-Eastern markets such as Iran.

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Australasian Marketing Journal

Tập 27

249-260

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