دانلود مقاله تاثیر برند برنوآوری برند ادراکی
خلاصه
1. معرفی
2. پیشینه مفهومی
3. مروری بر مطالعات
4. از قبل آزمایش کنید
5. آزمایش 1
6. آزمایش 2
7. آزمایش 3
8. بحث کلی
بیانیه مشارکت نویسنده CRediT
تصدیق
پیوست اول. . بررسی اجمالی مطالعات در مورد اثرات سرریز الحاقات برند بر برند مادر
ضمیمه B. برازش ابعاد فرعی
ضمیمه C. پیش آزمایش: محرک های گسترش برند به شرکت کنندگان ارائه شد
ضمیمه D. آزمایش‌های 1 و 3: محرک‌های گسترش برند به شرکت‌کنندگان ارائه شد
ضمیمه E. آزمایش 2: محرک های گسترش برند به شرکت کنندگان ارائه شد
ضمیمه F. آزمایش 3: فهرست افزونه های برند قبلی ارائه شده در شرایط پرایمینگ توسعه برند قبلی
ضمیمه G. آزمایش 2: میانگین، انحراف معیار، و همبستگی
ضمیمه H. عملیات/اقدامات متغیر
در دسترس بودن داده ها
منابع
Abstract
1. Introduction
2. Conceptual background
3. Overview of the studies
4. Pre-experiment
5. Experiment 1
6. Experiment 2
7. Experiment 3
8. 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
چکیده
این تحقیق به پسوندهای برند "Janus fit" می پردازد: برنامه های افزودنی که تصور می شود هر دو ارتباط "سازگار" و "ناسازگار" در مقابل برند مادر دارند. یک پیش آزمایش و سه آزمایش اصلی نشان می‌دهند که وقتی یک برند پسوند برند Janus fit را معرفی می‌کند، نسبت به زمانی که یک پسوند سنتی با تناسب بالا یا یک پسوند با تناسب پایین را معرفی می‌کند، نوآورانه‌تر به نظر می‌رسد. تأثیرات با احساسات غافلگیرکننده واسطه می شوند. به طور خاص، رتبه‌بندی بالای نوآوری برند به‌دست‌آمده توسط برنامه‌های افزودنی Janus fit با این واقعیت توضیح داده می‌شود که آنها به جای احساس تعجب کم (به عنوان پسوندهای با تناسب بالا) یا احساسات شگفت‌انگیز بیش از حد بالا (به عنوان پسوندهای کم تناسب)، احساسات غافلگیرکننده نسبتاً بالایی را در مصرف‌کنندگان ایجاد می‌کنند. . گسترش برند Janus fit همچنین می‌توانند یک «تجربه شگفت‌انگیز اورکا» را برانگیزند: یک احساس اولیه غافلگیری، به دنبال آن یک درک ناگهانی که پس از همه اینها، پسوند نام تجاری برای برند مورد نظر منطقی است.
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
8.1. Contributions to research
The present research mainly contributes to three streams of literature. First, the findings contribute to the literature on the spillover effects of brand extensions on parent brand evaluations. Prior research has explored a variety of spillover effects of brand extensions, ranging from the influence of extensions on parent brand evaluations in general (Chun et al., 2015, Martinez et al., 2009, Martinez and Pina, 2010, Milberg et al., 2023, Parker et al., 2018, Salinas and Pérez, 2009, Sood and Keller, 2012, Yuen et al., 2021), to their influence on a parent brand’s perceived personality (Diamantopoulos et al., 2005, Mathur et al., 2012). However, before the present research, brand extensions’ spillover effects on perceived innovativeness of the parent brand, in particular, had not been examined. Yet, the present results suggest that brand extensions do impact perceived brand innovativeness as well. Specifically, the results show that Janus fit brand extensions make consumers perceive the parent brand as more innovative than the more traditional and unsurprising high fit extensions or the excessively surprising low fit extensions.
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.