IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v23y2012i1p279-292.html
   My bibliography  Save this article

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

Author

Listed:
  • Huifang Mao
  • Babu John Mariadoss
  • Raj Echambadi
  • Pavan Chennamaneni

Abstract

No abstract is available for this item.

Suggested Citation

  • 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.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:1:p:279-292
    DOI: 10.1007/s11002-011-9153-2
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s11002-011-9153-2
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s11002-011-9153-2?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. Huffman, Cynthia & Houston, Michael J, 1993. "Goal-Oriented Experiences and the Development of Knowledge," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 190-207, September.
    2. 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)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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.
    2. Muhammad Hassan & Muhammad Rizwan, 2016. "Corporate Governance Under Multi- Theoretical Perspective," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 12(1), pages 12-15.
    3. 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.
    4. Christophe Bèzes & M. Mercanti-Guerin, 2017. "La similarité en marketing : périmètre, mesure et champs d'application," Post-Print hal-02008205, HAL.
    5. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.

    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. 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).
    2. Pizzetti, Marta & Chereau, Philippe & Soscia, Isabella & Teng, Fangyuan, 2023. "Attitudes and intentions toward masstige strategies: A cross-cultural study of French and Chinese consumers," Journal of Business Research, Elsevier, vol. 167(C).
    3. Cowley, Elizabeth, 2004. "Recognition confidence, recognition accuracy and choice," Journal of Business Research, Elsevier, vol. 57(6), pages 641-646, June.
    4. 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.
    5. 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.
    6. Agnieszka Zablocki & Bodo Schlegelmilch & Michael J. Houston, 2019. "How valence, volume and variance of online reviews influence brand attitudes," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 61-77, June.
    7. Su, Hung Jen & Huang, Yu-An & Brodowsky, Glen & Kim, Hyun Jeong, 2011. "The impact of product placement on TV-induced tourism: Korean TV dramas and Taiwanese viewers," Tourism Management, Elsevier, vol. 32(4), pages 805-814.
    8. Gwang-Suk Kim & Grace Lee & Kiwan Park, 2010. "A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands," Journal of Business Ethics, Springer, vol. 96(4), pages 589-611, November.
    9. Orth, Ulrich R. & Malkewitz, Keven, 2012. "The Accuracy of Design-based Judgments: A Constructivist Approach," Journal of Retailing, Elsevier, vol. 88(3), pages 421-436.
    10. Darren Filson & James H. Havlicek, 2018. "The performance of global film franchises: installment effects and extension decisions," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 42(3), pages 447-467, August.
    11. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    12. Roest, Henk & Rindfleisch, Aric, 2010. "The influence of quality cues and typicality cues on restaurant purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 10-18.
    13. Pieters, R. & Baumgartner, H. & Allen, D., 1995. "A means-end chain approach to consumers' goal structures," Other publications TiSEM 7d190b0e-3495-4c5f-8de3-a, Tilburg University, School of Economics and Management.
    14. Kim, Kyeongheui & Park, Jongwon, 2019. "Cultural influences on brand extension judgments: Opposing effects of thinking style and regulatory focus," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 137-150.
    15. Wu, Ruomeng & Steffel, Mary & Shavitt, Sharon, 2021. "Buying gifts for multiple recipients: How culture affects whose desires are prioritized," Journal of Business Research, Elsevier, vol. 132(C), pages 10-20.
    16. Stuart Auken & William J. Ritchie & Ludmilla Gricenko Wells & Daniel J. Borgia, 2019. "Exploring thought processing similarity using attitudinal constructs: a Chinese versus U.S. contrast," Journal of Marketing Analytics, Palgrave Macmillan, vol. 7(1), pages 13-23, March.
    17. Franziska Krüger, 2011. "Disconfirmation And Satisfaction In The Light Of Culture - An Analysis For Chinese And U.S. American Consumers," FEMM Working Papers 110027, Otto-von-Guericke University Magdeburg, Faculty of Economics and Management.
    18. Blankson, Charles & Iyer, Pramod & Owusu-Frimpong, Nana & Nwankwo, Sonny & Hinson, Robert, 2020. "Positioning strategies of foreign and indigenous firms in an African cultural milieu," Journal of Business Research, Elsevier, vol. 119(C), pages 627-638.
    19. Bohee Jung & Jaewoo Joo, 2021. "Blind Obedience to Environmental Friendliness: The Goal Will Set Us Free," Sustainability, MDPI, vol. 13(21), pages 1-12, November.
    20. Cowley, Elizabeth, 2002. "East-West consumer confidence and accuracy in memory for product information," Journal of Business Research, Elsevier, vol. 55(11), pages 915-921, November.

    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:kap:mktlet:v:23:y:2012:i:1:p:279-292. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    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.