Understanding Consumer Responses to New Products

We identify six dimensions of brand-extension fit: feature-based, function-based, resource-based, usage-occasion-based, market-based, and image-based fit. Oct 18, 2018 ... Brand extension authenticity represents a consumer's sense that a brand extension is a legitimate, culturally consistent extension of the parent ... Sep 27, 2024 ... What WWE's brand extension should be. It makes no sense to do the A show and B show thing. A real brand extension is to make actual different ... A line extension (also known as product line extension) is a newcomer launched in the market by a company with an established brand in the same product category ... The purpose of this study was to examine a traditional sport entity's (NBA franchise) esport brand extension (NBA 2K League team). Evaluations of brand extensions were influ- enced both by the extension's similarity to the brand's current products (brand ex- tension typicality) and by the ... Aug 28, 2024 ... Extensions work when brands have "the authority" that can only come from from the consumer and has to be consistent with the brand's equity. We predict that consumers from Eastern cultures, characterized by holistic thinking, perceive higher brand extension fit and evaluate brand extensions more ... A sizable research stream in marketing finds that a strong fit between a brand extension product and its parent brand encourages positive consumer responses. Sep 20, 2021 ... This guide will outline what brand extension is, explain how to get started, and provide examples of good (and bad) brand extensions.