Brand Extension and Cognitive Style and their Impact on the Consumers' Evaluations

Exposé Écrit pour un Séminaire / Cours , 2019 , 21 Pages , Note: 2,3

Gestion d'entreprise - marketing en ligne et marketing hors ligne

The purpose of this seminar work is to give an overview of existent research findings on brand extension and cognitive style and to examine what impact style of thinking has on consumers evaluations of brand extensions.
Brand extension constitutes a common marketing strategy for entering into new segments and leveraging brand equity by expanding a brand, both, within and beyond the parent brand's product category. This strategy is often employed by management for leveraging existing brand beliefs and the overall image of the parent brand towards the newly launched product and thereby it is saving expenses with respect to measures for market launch considering advertising or price promotions, for example. Considerable effort in research has been conducted in exploring and understanding the success factors of brand extensions, with brand extension fit being identified as one of the main drives for an extension to succeed. In this context, a high brand elasticity is likely to result in more favorable evaluations for brand extensions in distant product categories. However, these findings cannot be generalized. Instead, it was found that the brand concept of the parent brand can significantly influence the elasticity and thus also the evaluation of the brand extension . In this respect, a distinction is generally made between two different brand concepts, namely prestige and functional.

Table of Contents

Table of Contents

List of Tables

1 Introduction

2 Conceptual Framework
2.1 Analytic versus Holistic Thinking
2.2 Brand Extension
2.2.1 Characteristics of Brand Extension
2.2.2 Prestige Versus Functional Brand Concepts
2.3 Cultural Differences and Style of Thinking

3 The Role of Thinking Style in Consumers Evaluation of Brand Extension Fit
3.1 Differences in Style of Thinking and Consumer's Evaluations of Brand Extension
3.1.1 Joint Influences on Brand Elasticity
3.1.2 Further Strategies for Increasing Acceptance for Distant Brand Extensions
3.2 Cultural Differences in Brand Extension Evaluation

4 Conclusion

References

• Université: University of Kaiserslautern
• Note: 2,3
• Auteur: Jana Defontis (Auteur)
• Année de publication: 2019
• Pages: 21
• N° de catalogue: V915010
• ISBN (ebook): 9783346230744
• ISBN (Livre): 9783346230751
• Langue: anglais
• mots-clé: Thinking Sttyle, Holistic Thinking, Analytic Thinking, Consumer Evaluation, Brand Extension Fit, Brand, Marketing, Thesis, Seminararbeit, BWL