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| Author: | Kapoor, H. Heslop, L. A. |
| Title: | Brand positivity and competitive effects on the evaluation of brand extensions |
| Journal: | International Journal of Research in Marketing
2009 : SEP, VOL 26:3, p. 228-237 |
| Index terms: | brands decision making marketing strategy |
| Language: | eng |
| Abstract: | The authors argue that prior research on brand extensions has been characterized by singular evaluations, resulting in brand positivity effects. This paper includes information about competitive brands, target-category structure and comparative/non-comparative brand positioning statements in a study with business students as participants. It is found that when including these factors in the study, the brand positivity effect decreases. In addition, the parent brand-extension fit seems to possess a less significant role in a comparative evaluation. The results emphasize the importance of competition and the parent-brand fit in brand positioning decisions. |
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