IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i7p1353-1359.html
   My bibliography  Save this article

The moderating roles of perceived complementarity and substitutability on the perceived manufacturing difficulty–extension attitude relationship

Author

Listed:
  • Ganesh Pillai, Rajani
  • Bindroo, Vishal

Abstract

The extant brand extension literature shows a curvilinear relationship between consumers' perceived difficulty of manufacturing the brand extension and their attitude towards the extension. This paper advances this research area by investigating the moderating roles of consumption-fit dimensions. Specifically, this research examines how the perceptions of the product extension's complementarity and substitutability affect the relationship between perceived difficulty of manufacturing the extension and extension attitude. To test these relationships, the study uses a four-country sample comprising of both graduate and undergraduate students. Study results demonstrate that perceived complementarity helps easy-to-make extensions while hurting difficult-to-make extensions, but perceived substitutability hurts extension attitude. These findings advance theory and offer managerial implications. Product and brand managers need to consider the joint effects of consumption fit and extension difficulty while using brand extension strategies.

Suggested Citation

  • Ganesh Pillai, Rajani & Bindroo, Vishal, 2014. "The moderating roles of perceived complementarity and substitutability on the perceived manufacturing difficulty–extension attitude relationship," Journal of Business Research, Elsevier, vol. 67(7), pages 1353-1359.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1353-1359
    DOI: 10.1016/j.jbusres.2013.08.018
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296313003160
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2013.08.018?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Raj Echambadi & James D. Hess, 2007. "Mean-Centering Does Not Alleviate Collinearity Problems in Moderated Multiple Regression Models," Marketing Science, INFORMS, vol. 26(3), pages 438-445, 05-06.
    2. Huifang Mao & Babu John Mariadoss & Raj Echambadi & Pavan Chennamaneni, 2012. "Brand extensions via complements or substitutes: The moderating role of manufacturing transferability," Marketing Letters, Springer, vol. 23(1), pages 279-292, March.
    3. Bhat, Sobodh & Reddy, Srinivas K., 2001. "The impact of parent brand attribute associations and affect on brand extension evaluation," Journal of Business Research, Elsevier, vol. 53(3), pages 111-122, September.
    4. Mehdi Seltène & Olivier Brunel, 2008. "Brand extension: the moderating role of the category to which the brand extension is found," Post-Print halshs-00340320, HAL.
    5. Chakravarti, Amitav & Janiszewski, Chris, 2003. "The Influence of Macro-level Motives on Consideration Set Composition in Novel Purchase Situations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 244-258, September.
    6. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
    7. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. "Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 185-193, September.
    8. Huifang Mao & H. Shanker Krishnan, 2006. "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 41-49, June.
    9. Alokparna Basu Monga & Deborah Roedder John, 2007. "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 529-536, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Dimitriu, Radu & Warlop, Luk, 2022. "Is similarity a constraint for service-to-service brand extensions?," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1019-1041.
    2. Jeffrey R. Parker & Donald R. Lehmann & Kevin Lane Keller & Martin G. Schleicher, 2018. "Building a multi-category brand: when should distant brand extensions be introduced?," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 300-316, March.
    3. Gierl, Heribert & Huettl, Verena, 2011. "A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 120-133.
    4. Paul W. Miniard & Rama K. Jayanti & Cecilia M. O. Alvarez & Peter R. Dickson, 2018. "What brand extensions need to fully benefit from their parental heritage," Journal of the Academy of Marketing Science, Springer, vol. 46(5), pages 948-963, September.
    5. Nathalie Veg-Sala, 2017. "The impact of stereotyped and non-stereotyped brand genders on cross-gender extension evaluations," Post-Print hal-01735491, HAL.
    6. 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.
    7. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    8. Goedertier, Frank & Dawar, Niraj & Geuens, Maggie & Weijters, Bert, 2015. "Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit," Journal of Business Research, Elsevier, vol. 68(1), pages 157-165.
    9. Xenia Raufeisen & Linda Wulf & Sören Köcher & Ulya Faupel & Hartmut H. Holzmüller, 2019. "Spillover effects in marketing: integrating core research domains," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 249-267, December.
    10. Cao, Lanlan & Manthiou, Aikaterini & Ayadi, Kafia, 2022. "Extension and customer reaction on sharing economy platforms: The role of customer inertia," Journal of Business Research, Elsevier, vol. 144(C), pages 513-522.
    11. Hwang, ShinYoung & Kim Seongcheol, 2017. "What triggers the use of mIM service provider’s sequel O2O service extensions?," 14th ITS Asia-Pacific Regional Conference, Kyoto 2017: Mapping ICT into Transformation for the Next Information Society 168494, International Telecommunications Society (ITS).
    12. Jingjing Wu & Yiwei Chen & Lin Hu & Anxin Xu, 2022. "Influence Factors on Consumers’ Instant Cross-buying under Supermarkets’ Cross-border Integration: From the Perspective of the Elaboration Likelihood Model," SAGE Open, , vol. 12(3), pages 21582440221, September.
    13. Yasir Ali Soomro & Muzzaffar Ali Issani & Shahzad Nasim, 2016. "Consumer Perceived Brand Concept & Close Brand Extension: A Multi-Mediation Model Analysis," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 347-359.
    14. Adina Bărbulescu Robinson & Kapil R. Tuli & Ajay K. Kohli, 2015. "Does Brand Licensing Increase a Licensor's Shareholder Value?," Management Science, INFORMS, vol. 61(6), pages 1436-1455, June.
    15. Osorio, María Lucila & Centeno-Velázquez, Edgar & López-Pérez, María Eugenia & del Castillo, Ernesto, 2021. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    16. Özge Sýðýrcý & A. Müge Yalçýn, 2010. "Factors Affecting Consumer Evaluations Of Brand Extensions," Bogazici Journal, Review of Social, Economic and Administrative Studies, Bogazici University, Department of Economics, vol. 24(1+2), pages 67-90.
    17. Becerra, Enrique P. & Badrinarayanan, Vishag & Kim, Chung-Hyun, 2013. "Influence of thinking tendencies on online transaction of hybrid retailers," Journal of Business Research, Elsevier, vol. 66(3), pages 336-344.
    18. E. Bacchiega & M. Colucci & M. Magnani, 2019. "What goes around, comes around: Reciprocal effects and double-sided moral hazard in the choice of brand licensing," Working Papers wp1136, Dipartimento Scienze Economiche, Universita' di Bologna.
    19. Hsin-Hui Lin & Hsien-Ta Li & Yi-Shun Wang & Timmy H. Tseng & Ya-Ling Kao & Min-Yi Wu, 2017. "Predicting customer lifetime value for hypermarket private label products," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(4), pages 619-635, July.
    20. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1353-1359. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.