How do consumers evaluate brand extensions Marketing essay
Evaluate the success of the expansion and the effects of the parent brand's value. The final step in evaluating brand extension opportunities is to assess an extension's ability to both realize its own equity and contribute to the parent brand's equity. When introducing a brand, a number of decisions need to be made. Aaker and Keller (1990) have suggested three factors that are important when consumers evaluate an extension: perceived quality of the original brand, perceived similarity between the original. Gender issues. Summary - Fast fashion is a retail strategy where retailers adopt marketing approaches to respond. on the latest fashion trends by regularly renewing products with a short extension. A replication of Boush's exploratory research provides further evidence on how advertising slogans shape the evaluation of brand extensions. Two hypotheses are examined. First, a brand extension will be judged as more similar to existing family brand products if the advertising slogan attributes the brand's characteristics: brand extension marketing of a new product. concludes with a discussion of the implications of these findings for managerial decision making and the process by which consumers evaluate brands. High versus low brand extension fit, high, medium, and low levels of brand extension authenticity were used between subjects. The results show that parent company brand preference has a positive effect on brand extension loyalty, mediated by brand extension attitude and image. The risks, benefits, successes and failures of brand extensions are inextricably linked to consumer behavior and consumer brand judgments of the parent company. brand and extension. Brand extension strategies involve incorporating an established brand into a new related or unrelated product category to capitalize on the value of the product category. Although marketers often introduce product innovations using line extensions, existing research provides little empirical evidence on whether and how this product strategy pays off. out. The aim of this study is to investigate the effects of innovation and the relative role of brand and marketing mix variables in the success of new line products.,