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2025-01-27 09:25本頁(yè)面
【正文】 rtance and role of fit from a new perspective. Fourth, the study models the impact of major determinants directly on the change in the oute variable. This approach to analysis is novel in the feedback literature. A further contribution has been a firstofitskind application in the Indian context. MODEL DEVELOPMENT The proposed model is derived from the current theory on brand extension feedback. Essentially, from a consumer perspective, the existing framework of feedback consists of two processes, that is, process one , involving evaluation of the brand extension, and process two , involving reevaluation of the parent brand, postextension launch. Prior investigations into the evaluation of brand extensions and the subsequent feedback to the parent brand assume that a brand is a work of knowledge structures consisting of attributes, benefits and attitudes held by consumers. Whenever a brand extension is launched, there is a transfer of knowledge and attitude from the parent brand to the brand extension, as well as development of a perception of fit based on the number of shared associations between the parent and the extension. Hence, brand extension evaluation (that is process one) is a function of the extent to which consumers know and like the parent brand and the level of perceived fit between the parent brand and the extension. This process is represented in the process one of Figure 1. As regards the impact of brand extensions on the parent brand (that is process two), past investigations assume that brand extensions possess the capability to Parent Brand, Knowledge and Affect Variables Perception of Fit Variables Brand Extension Evaluation Process one: Brand Extension Evaluation Parent Brand Variables Perception of Fit Variables Brand Extension Evaluation Variables Parent Brand Evaluation Process two: Brand Extension Feedback Figure 1 : Two processes in the brand extension literature. change the consumer’s existing mental schema of the parent brand. The bookkeeping model of schema change has been put forward as one explanation of how brand extensions impact parent brand knowledge structures. According to this model, each piece of new information (for example a brand extension) leads to an incremental modification of the consumer’s mental brandknowledge structure, regardless of the similarity of the new information. The review of the feedback literature reveals that parent brand evaluations post extension launch are mainly explained by a construct representing parent brand knowledge, a measure of similarity / fit between the parent brand and the brand extension and some measure of brand extension success / evaluation. This basic framework is represented in the process tow of Figure 1. Despite several investigations into brand extension feedback, the literature remains fragmented and lacks a cohesive framework that investigates major influences on the parent brand simultaneously. The proposed model and its constructs The proposed model is presented in Figure following sections discuss each of the model’s constructs along with their hypothesized effects. Parent brand image and its effects H6+ H5+ H4+ H3+ H1+ H2+ Parent Brand Image Parent Brand Attitude Change Perceived Fit Brand Extension Attitude Figure 2 : Proposed model of brand extension feedback. In essence, a brand extension feedback process model includes a construct that represents the strength of the parent brand’s existing knowledge in consumers’ minds. Brand extension models require the inclusion of a variable related to measuring the existing strength of the parent brand schema, as it is the raison deter of brand extensions to c
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