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Item type:Publication, Access status: without files , Community Members' Perception of Brand Community Character : Construction and Validation of a New Scale(Wiley, 2016-11-01); ; ; ; Brand communities offer effective means to achieve favorable brand outcomes, such as enhanced consumer brand loyalty. But what drives brand community success, and how can managers evaluate their communities' performance? Based on Muñiz and O'Guinn (2001) the existing literature suggests high levels of consciousness of kind, shared rituals and traditions, and a sense of moral responsibility among community members, which imply a notion of “brand community character”. This study accordingly argues that community members' perceptions of the brand community character (PBCC) should lead to positive outcomes for both the community and the brand. Neither PBCC nor its three characteristics have been measured empirically previously, so this study develops an initial scale. Six consecutive studies to develop the PBCC scale demonstrate its reliability and validity, while a further study affirms that PBCC has a positive relationship with relevant brand outcomes.Publicationtype: Journal Article133 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Access status: without files , Do we really know how to manage brand extension success?Brand extensions are a popular means of marketing new products. Prior research reveals that fit and parent brand strength strongly influence brand extension success. Nevertheless, knowledge about the different facets that constitute key brand extension success factors remains scarce. This lack of knowledge is largely due to the type of measurement models used in previous studies. This study is the first to design, estimate, and evaluate formative indicator measurement models for key brand extension success factors (i.e., parent brand strength, fit, and marketing support). The study also identifies each indicator’s differential impacts on the corresponding success factor and, ultimately, on extension success. The results show that parent brand strength and fit result from a multitude of idiosyncratic facets; focusing on just one or a subset of facets is therefore likely to result in a substantially biased understanding of the causes of each success factor, brand extension success, and suboptimal managerial decisions. Furthermore, the results offer actionable management instruments by revealing how and to what extent various marketing mix variables influence extension success.Publicationtype: Research Report86 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Access status: without files , The impact of brand extension success drivers on brand extension price premiums(Elsevier, 2010-12-01); ; ; Research into brand extensions has mainly focused on consumers' extension evaluations without considering an important financial implication: the ability of the extension product to charge a price premium. This study analyzes (1) the extent to which consumers are willing to pay a price premium for the extension product and (2) the impact of potential success drivers on consumers' attitudes toward the extension and the extension price premium. The results show, for example, that perceived advertising support positively influences consumers' attitudes toward the extension, but it does not directly affect the magnitude of the brand extension price premium. Furthermore, this study reveals monetary effects associated with these success drivers (i.e., parent brand quality, perceived fit, marketing support for the brand extension, and consumer experience with the extension category), which offer important information regarding how to allocate resources to various success drivers. For example, brand investments that increase perceptions of parent brand quality by one unit (seven-point scale) tend to enhance the brand extension price premium of typical fast moving consumer goods (average price of €2.04 in the study sample) by €.208, all else being equal.Publicationtype: Journal Article110 - Some of the metrics are blocked by yourconsent settings
Item type:Publication, Access status: without files , The role of parent brand quality for service brand extension success(Sage Publications, 2010-06-14); ; ; Although substantial differences between product quality and service quality have spurred service research for the past 30 years, studies of brand extension success drivers in a services context measure the core driver of parent brand quality, using scales developed for fast moving consumer goods (FMCG). This study instead assesses parent brand quality with a context-specific measure, drawn from service quality research, and analyzes the relative effects of key brand extension success drivers for services. Partial least squares (PLS) modeling offers diagnostic information about the impact of three dimensions of perceived parent brand quality on the perceived service quality of an extension product, a key success metric for service brand extensions. In contrast with previous studies, the dominant success driver is parent brand quality rather than the perceived fit between the parent brand and the extension. Moreover, all three dimensions of parent brand quality constitute distinct drivers that should be considered when managers assess the chances of service brand extension success, with outcome quality having the strongest impact on service brand extension success. An importance performance analysis of the PLS estimates for 27 hypothetical service extensions demonstrates the diagnostic value of this approach and charts a "priority map" for managerial decisions.Publicationtype: Journal Article102