مقاله انگلیسی رایگان در مورد تاثیر برند برنوآوری برند ادراکی – الزویر ۲۰۲۴
مشخصات مقاله | |
ترجمه عنوان مقاله | تاثیر گسترش برند تناسب اندام Janus بر نوآوری برند درک شده |
عنوان انگلیسی مقاله | The impact of Janus fit brand extensions on perceived brand innovativeness |
نشریه | الزویر |
انتشار | مقاله سال ۲۰۲۴ |
تعداد صفحات مقاله انگلیسی | ۱۷ صفحه |
هزینه | دانلود مقاله انگلیسی رایگان میباشد. |
نوع نگارش مقاله |
مقاله پژوهشی (Research Article) |
مقاله بیس | این مقاله بیس نمیباشد |
نمایه (index) | Scopus – Master Journals List – JCR |
نوع مقاله | ISI |
فرمت مقاله انگلیسی | |
ایمپکت فاکتور(IF) |
۱۳٫۵۱۷ در سال ۲۰۲۲ |
شاخص H_index | ۲۶۵ در سال ۲۰۲۴ |
شاخص SJR | ۳٫۱۲۸ در سال ۲۰۲۲ |
شناسه ISSN | ۰۱۴۸-۲۹۶۳ |
شاخص Quartile (چارک) | Q1 در سال ۲۰۲۲ |
فرضیه | ندارد |
مدل مفهومی | ندارد |
پرسشنامه | ندارد |
متغیر | دارد |
رفرنس | دارد |
رشته های مرتبط | مدیریت |
گرایش های مرتبط | بازاریابی – مدیریت بازرگانی – مدیریت کسب و کار |
نوع ارائه مقاله |
ژورنال |
مجله | مجله تحقیقات کسب و کار – Journal of Business Research |
دانشگاه | Aalto University, Finland |
کلمات کلیدی | گسترش برند، احساس سازگاری، احساس ناسازگاری، سورپرایز، نوآور بودن برند |
کلمات کلیدی انگلیسی | Brand extension, Perceived fit, Perceived unfit, Surprise, Brand innovativeness |
شناسه دیجیتال – doi |
https://doi.org/10.1016/j.jbusres.2024.114674 |
لینک سایت مرجع | https://www.sciencedirect.com/science/article/pii/S0148296324001784 |
کد محصول | e17718 |
وضعیت ترجمه مقاله | ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید. |
دانلود رایگان مقاله | دانلود رایگان مقاله انگلیسی |
سفارش ترجمه این مقاله | سفارش ترجمه این مقاله |
فهرست مطالب مقاله: |
Abstract ۱ Introduction ۲ Conceptual background ۳ Overview of the studies ۴ Pre-experiment ۵ Experiment 1 ۶ Experiment 2 ۷ Experiment 3 ۸ General discussion CRediT authorship contribution statement Acknowledgement Appendix A Overview of studies on brand extensions’ spillover effects on the parent brand Appendix B Fit sub-dimensions Appendix C Pre-experiment: Brand extension stimuli presented to participants Appendix D Experiments 1 and 3: Brand extension stimuli presented to participants Appendix E Experiment 2: Brand extension stimuli presented to participants Appendix F Experiment 3: The list of previous brand extensions presented in the conditions of prior brand extension priming Appendix G Experiment 2: Means, standard deviations, and correlations Appendix H Variable operationalizations/measures Data availability References |
بخشی از متن مقاله: |
Abstract This research addresses “Janus fit” brand extensions: extensions that are perceived to have both “fitting” and “unfitting” associations vis-a-vis the parent brand. One pre-experiment and three main experiments show that when a brand introduces a Janus fit brand extension, it is perceived to be more innovative than when it introduces either a traditional high fit extension or a low fit extension. The effects are mediated by surprise feelings. Specifically, the high brand innovativeness ratings obtained by the Janus fit extensions are explained by the fact that they elicit moderately high surprise feelings in consumers, instead of low surprise feelings (as high fit extensions) or excessively high surprise feelings (as low fit extensions). The Janus fit extensions can also be seen to evoke a “Eureka surprise experience”: an initial feeling of surprise, followed by a sudden realization that the brand extension after all makes sense for the brand in question.
Introduction Brand extensions (i.e., new products introduced by an existing brand in a product category that is new for the brand) impact brand image, since brand image refers to consumers’ knowledge about a given brand and since brand extensions constitute new information about the brand (Michel and Donthu, 2014, Milberg et al., 2023, Salinas and Pérez, 2009).
One brand image-related goal that companies typically have when launching brand extensions is to reinforce the brand’s image as an innovative or pioneering brand, in particular (Aaker, 1996, Brown, 1998, Gürhan-Canli and Batra, 2004, Keller, 2003). A smartly executed brand extension can indeed reinforce the brand’s innovativeness or pioneering image1 among consumers, even if the brand extension product itself was not—objectively speaking—highly innovative, let alone “new to the world” (cf. Garcia & Calantone, 2002). For instance, by launching the e-book reader Nook in 2010, the book retailer brand Barnes & Noble was able to reinvigorate itself as an innovative brand—even though Barnes & Noble was objectively a late-mover in the market, coming after Amazon’s Kindle (2007) and Sony’s Reader (2009). Likewise, Apple has been able to maintain its image as an extremely innovative, pioneering brand through regular brand extensions, even if its brand extension products per se have not always been pioneering or highly innovative in their respective markets. For instance, Apple did not introduce its smartwatch Apple Watch until 2015, when Samsung, Sony, Microsoft, and others had already had similar smartwatches in the market for years.2
General discussion ۸٫۱٫ Contributions to research
Second, the present research contributes to the literature addressing the perceived fit of brand extensions. In particular, the present framework adds to the recent research by Deng and Messinger (2022), which suggested that perceived fit should be understood as a multidimensional construct rather than as a unidimensional concept. Like Deng and Messinger (2022), the present results imply that consumers’ fit perceptions may involve an assessment of the fit (or similarity/match) between a parent brand and brand extension product on multiple dimensions. At the same time, the present framework extends Deng and Messinger’s (2022) framework by addressing perceived fit as a dual measure of degree of “fit” and degree of “unfit” across the multiple dimensions. This dual measure of fit/unfit allowed us to identify the new type of brand extension—Janus fit extension—which the traditional additive measures of overall fit have overlooked. Whereas the Janus fit vs. the high fit brand extensions may not significantly differ on a traditional overall fit measure (as used by Chun et al., 2015), they differ significantly on the presently-applied dual, count-based fit scores and unfit scores. |