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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.
    2. Esra Arikan & Cengiz Yilmaz & Muzaffer Bodur, 2016. "Expanding the boundary of brand extensions through brand relationship quality," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 17(6), pages 930-944, November.
    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.
    4. Beichen Liang & Wei Fu, 2021. "The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 17-32, March.
    5. Chung-Yu Wang & Li-Wei Wu & Chen-Yu Lin & Ruei-Jie Chen, 2017. "Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(1), pages 83-103, February.
    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.
    7. Elif Akagun Ergin & Nilay Sahin, 2015. "Consumers? Attitudes Towards Brand Extensions: An Analysis On Food And Textile Industries In Turkey," Proceedings of International Academic Conferences 1003145, International Institute of Social and Economic Sciences.
    8. Heesup Han & Linda Heejung Lho & Hyeon-Cheol Kim & Elena-Nicoleta Untaru, 2021. "Sustainable Choices and Behaviors among Eco-Friendly Museum Travelers: Exploring the Drivers of Sacrifice, Visit, Pay, and WOM Intentions," IJERPH, MDPI, vol. 18(2), pages 1-16, January.
    9. Fetscherin, Marc & Heinrich, Daniel, 2015. "Consumer brand relationships research: A bibliometric citation meta-analysis," Journal of Business Research, Elsevier, vol. 68(2), pages 380-390.
    10. Dmitry I. Ignatov & Sergey I. Nikolenko & Taimuraz Abaev & Jonas Poelmans, 2014. "Improving Quality Of Service For Radio Station Hosting: An Online Recommender System Based On Information Fusion," HSE Working papers WP BRP 31/MAN/2014, National Research University Higher School of Economics.
    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.
    12. Mohamed H. Elsharnouby & Tamer H. Elsharnouby & Chanaka Jayawardhena & Alaa M. Elbedweihy, 2024. "Consumers as volunteers? The influence of value congruence on consumers’ voluntary performance," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 445-464, June.
    13. Banerjee Shubhomoy & Shaikh Ateeque, 2020. "Examining the Impact of Contextual Factors in Brand Relationship Initiation and Maintenance: Evidence from Bottom of Pyramid Markets," Review of Marketing Science, De Gruyter, vol. 18(1), pages 75-97, September.
    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.
    15. Chaohua Huang & Rui Guo, 2021. "The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 60-76, January.
    16. Thadeu Gasparetto & Carlos Fernandez-Jardon & Angel Barajas, 2014. "Brand Teams And Distribution Of Wealth In Brazilian State Championships," HSE Working papers WP BRP 30/MAN/2014, National Research University Higher School of Economics.
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