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Consumer–brand relationship quality: When and how it helps brand extensions

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  • Kim, Kyeongheui
  • Park, Jongwon
  • Kim, Jungkeun

Abstract

Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect generalizes. Study results suggest that this effect only occurs for two moderately-low-fit extensions: the extension and the parent are similar product categories with inconsistent attributes, or dissimilar product categories with consistent attributes. Two different cognitive processes underlie the BRQ effects depending on these conditions.

Suggested Citation

  • Kim, Kyeongheui & Park, Jongwon & Kim, Jungkeun, 2014. "Consumer–brand relationship quality: When and how it helps brand extensions," Journal of Business Research, Elsevier, vol. 67(4), pages 591-597.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:4:p:591-597
    DOI: 10.1016/j.jbusres.2013.03.001
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    References listed on IDEAS

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    Cited by:

    1. Yuen, Tsunwai Wesley & Nieroda, Marzena & He, Hongwei & Park, Yunseul, 2021. "Can dissimilarity in product category be an opportunity for cross-gender brand extension?," Journal of Business Research, Elsevier, vol. 135(C), pages 348-357.
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    3. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
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    6. Michel, Géraldine & Donthu, Naveen, 2014. "Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations," Journal of Business Research, Elsevier, vol. 67(12), pages 2611-2619.
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    11. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
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    14. Pourazad, Naser & Stocchi, Lara & Pare, Vipul, 2019. "Brand attribute associations, emotional consumer-brand relationship and evaluation of brand extensions," Australasian marketing journal, Elsevier, vol. 27(4), pages 249-260.
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