Brand extensions via complements or substitutes: The moderating role of manufacturing transferability

    Authors

    H. F. Mao; B. J. Mariadoss; R. Echambadi;P. R. Chennamaneni

    Comments

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    Abbreviated Journal Title

    Mark. Lett.

    Keywords

    Brand extensions; Extension evaluations; Manufacturing transferability; Complements; Substitutes; EMPIRICAL GENERALIZATIONS; IMPACT; Business

    Abstract

    This research investigates how consumer evaluations of brand extensions that either complement or substitute the original parent brand vary depending on the level of manufacturing transferability (i.e., the extent to which the parent brand's existing resources and skills can be used to make the extension). We propose that a complement extension is processed by consumers at a higher, more abstract level whereas a substitute extension is processed at a lower, more concrete level. Since manufacturing transferability activates concrete cognitions of the production process, an increase in manufacturing transferability tends to result in more favorable evaluations toward substitute extensions than complement extensions. Empirical tests using a multi-method approach reveal support both for the underlying theoretical mechanism and the proposed hypotheses.

    Journal Title

    Marketing Letters

    Volume

    23

    Issue/Number

    1

    Publication Date

    1-1-2012

    Document Type

    Article

    Language

    English

    First Page

    279

    Last Page

    292

    WOS Identifier

    WOS:000304324500019

    ISSN

    0923-0645

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