Title

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

Authors

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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