What Makes Brands Elastic? The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Journal of Marketing - Tập 74 Số 3 - Trang 80-92 - 2010
Alokparna Basu Monga1, Deborah Roedder John2
1Department of Marketing, Darla Moore School of Business, University of South Carolina
2Department of Marketing and Logistics Management, Carlson School of Management, University of Minnesota

Tóm tắt

Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) than for brands with functional concepts (Timex). In this article, the authors examine consumers’ style of thinking—analytic versus holistic thinking—to better understand the elasticity of prestige versus functional brands. For functional brands, the authors find that holistic thinkers provide more favorable responses to distant extensions than analytic thinkers; however, for prestige brands, holistic and analytic thinkers respond equally favorably. Thus, analytic thinkers are identified as the roadblocks for functional brands launching distant brand extensions. To meet this challenge, the authors offer several strategies, including (1) using a subbrand (Excer wallets by Toyota) instead of a direct brand (Toyota wallets) to reduce analytic thinking; (2) using elaborational communications, which address potentially problematic features of the extension, to reduce analytic thinking; and (3) matching extension information with the consumer's style of thinking, which increases the persuasiveness of ad messages.

Từ khóa


Tài liệu tham khảo

Aaker David A., 2000, California Management Review, 42, 8

10.1177/002224299005400102

10.1509/jmkr.45.3.337

10.1037/0022-3514.51.6.1173

10.1177/002224379102800102

10.1080/00913367.2000.10673620

10.1177/002224379403100206

10.1080/00207597208246604

10.1177/0146167206298568

10.1037/0033-2909.125.1.47

10.1037/0022-3514.55.4.541

10.1086/497549

10.1177/0146167299025003008

10.1037/0003-066X.55.7.709

Horn Wolfgang, 1962, Leistungspreufsystem, L-P-S: Handanweisung fuer die Durchfuehrung, Auswertung und Interpretation

10.1037/0022-3514.78.5.943

10.1016/j.jcps.2008.01.006

10.1037/0022-3514.80.3.397

10.1006/jesp.1996.0026

10.1037/0022-3514.86.2.205

10.1207/s15327663jcp1603_8

10.1037/0022-3514.81.5.922

10.1207/s15327663jcp0602_01

10.1086/510227

10.1016/j.jcps.2008.09.009

10.1037/0033-295X.108.2.291

10.1207/s15516709cog2605_4

10.1177/002224298605000401

10.1086/209251

10.1177/0146167298243001

10.1037/0022-3514.93.1.23

10.1037/0022-3514.77.2.279

10.1509/jmkg.70.2.018

10.1509/jmkr.46.1.37

Thông tin
Thông tin xuất bản

Journal of Marketing

Tập 74 Số 3

80-92

Thông tin tác giả