covid
Buscar en
Investigaciones Europeas de Dirección y Economía de la Empresa
Toda la web
Inicio Investigaciones Europeas de Dirección y Economía de la Empresa PROCESO DE EVALUACIÓN°DE LAS EXTENSIONES DE MARCAS: UN ANÁLISIS APLICADO A MA...
Información de la revista
Vol. 14. Núm. 1.
Páginas 139-158 (enero 2008)
Compartir
Compartir
Descargar PDF
Más opciones de artículo
Vol. 14. Núm. 1.
Páginas 139-158 (enero 2008)
Open Access
PROCESO DE EVALUACIÓN°DE LAS EXTENSIONES DE MARCAS: UN ANÁLISIS APLICADO A MARCAS DEPORTIVAS
Visitas
3993
I. Buil Carrasco, J.M. Pina Pérez
Universidad de Zaragoza
Este artículo ha recibido

Under a Creative Commons license
Información del artículo
Resumen
Bibliografía
Descargar PDF
Estadísticas
RESUMEN

Las extensiones de marca se han convertido en una de las estrategias más utilizadas por las empresas para el lanzamiento de nuevos productos. El éxito de las extensiones va a depender fundamentalmente de cómo son aceptadas por los consumidores, por ello, este trabajo propone un modelo que analiza cómo variables relacionadas con la marca madre, el producto extendido y la personalidad del consumidor influyen en la actitud que los consumidores desarrollan hacia la extensión. Para validar el modelo se ha realizado una encuesta a una muestra de 227 estudiantes y se ha utilizado la metodología de análisis de ecuaciones estructurales. Los resultados demuestran que el valor de marca ejerce una influencia directa sobre la lealtad de marca, factor que a su vez influye sobre la valoración de la nueva categoría. Asimismo, la coherencia de la extensión con la imagen de marca (ajuste en la imagen) y la similitud percibida entre el nuevo producto y los existentes (ajuste en la categoría) son dos de los aspectos más importantes a la hora de aceptar una extensión.

PALABRAS CLAVE:
Extensión de marca
Actitud hacia la extensión
Ajuste
Valor de marca
ABSTRACT

Brand extension strategies represent one of the most frequently used brand strategies for launching new products. The way consumers accept brand extensions is an important determinant of brand extensions success. Therefore, this study proposes an integrating model that analyses how variables related to the brand, the extension and the consumers' personality influence extension attitude. In order to validate this model data were collected from a sample of 227 undergraduate students and structural equation analysis was applied to test the causal relationships among the variables considered in the model. The results show that brand equity has a positive influence on brand loyalty, which in turns influences on brand extension attitude. Furthermore, coherence between extension and brand image (image fit) and the perceived similarity between the new product and the existing ones (category fit) are relevant to the acceptance of brand extensions.

KEYWORDS:
Brand extension
Extension attitude
Fit
Brand equity
El Texto completo está disponible en PDF
BIBLIOGRAFÍA
[AAKER, 1990]
D.A. AAKER.
“Brand extensions: ‘The good, the bad, the ugly’”.
Sloan Management Review, 31 (1990), pp. 47-56
[AAKER, 1991]
D.A. AAKER.
Managing Brand Equity. Capitalizing on the Value of Brand Name, The Free Press, (1991),
[AAKER, 1996]
D.A. AAKER.
“Measuring brand equity across products and markets”.
California Management Review, 38 (1996), pp. 102-120
[AAKER, 2002]
D.A. AAKER.
Brand Portfolio Strategy, The Free Press, (2002),
[AAKER y KELLER, 1990]
D.A. AAKER, K.L. KELLER.
“Consumer evaluations of brand extensions”.
Journal of Marketing, 54 (1990), pp. 27-41
[AHLUWALIA y GÜRHAN-CANLI, 2000]
R. AHLUWALIA, Z. GÜRHAN-CANLI.
“The effects of extensions on the family brand name: an accessibility-diagnosticity perspective”.
Journal of Consumer Research, 27 (2000), pp. 371-381
[ANDERSON y GERBING, 1988]
J.C. ANDERSON, D.W. GERBING.
“Structural equation modelling in practice: a review and recommended two-step approach”.
Psychological Bulletin, 103 (1988), pp. 411-423
[BARTLETT, 1932]
F. BARTLETT.
Remembering: A Study in Experimental and Social Psychology, Cambridge University Press, (1932),
[BENTLER, 1995]
P.M. BENTLER.
EQS Structural Equations Program Manual, Multivariate Software Inc, (1995),
[BHAT y REDDY, 2001]
S. BHAT, S.K. REDDY.
“The impact of parent brand attribute associations and affect on brand extension evaluation”.
Journal of Business Research, 53 (2001), pp. 111-122
[BOTTOMLEY y HOLDEN, 2001]
P.A. BOTTOMLEY, S.J.S. HOLDEN.
“Do we really know how consumers evaluate brand extensions?. empirical generalizations based on secundary analysis of eight studies”.
Journal of Marketing Research, 38 (2001), pp. 494-500
[BOUSH et al., 1987]
D.M. BOUSH, S. SHIPP, B. LOKEN, E. GENTURCK, S. CROCKETT, E. KENNEDY, B. MINSHALL, D. MISURELL, L. ROCHFORD, J. STROBEL.
“Affect generalization to similar and dissimilar brand extensions”.
Psychology and Marketing, 4 (1987), pp. 225-237
[BOUSH y LOKEN, 1991]
D.M. BOUSH, B. LOKEN.
“A process-tracing study of brand extension evaluation”.
Journal of Marketing Research, 28 (1991), pp. 16-28
[BRIDGES, 1992]
BRIDGES, S. (1992): “A schema unification model for the evaluations of brand extensions”, Marketing Science Institute Report (trabajo en curso), pp. 92-123.
[BRISTOL, 1996]
T. BRISTOL.
“Consumers' beliefs resulting from conceptual combinations: conjunctive inferences about brand extensions”.
Psychology and Marketing, 13 (1996), pp. 571-589
[CHEN, 2001]
K.J. CHEN.
“Using free association to examine the relationship between the characteristics of brand associations and brand equity”.
Journal of Product and Brand Management, 10 (2001), pp. 439-451
[CHEN y LIU, 2004]
K.J. CHEN, C.M. LIU.
“Positive brand extension trial and choice of parent brand”.
Journal of Product and Brand Management, 13 (2004), pp. 25-36
[COBB-WALGREN et al., 1995]
C. COBB-WALGREN, C.A. RUBLE, N. DONTHU.
“Brand equity, brand preference and purchase intent”.
Journal of Advertising, 24 (1995), pp. 25-40
[COHEN, 1982]
J.B. COHEN.
“The role of affect in categorization: toward a reconsideration of the concept of attitude”.
Advances in Consumer Research, 9 (1982), pp. 94-100
[CZELLAR, 2003]
S. CZELLAR.
“Consumer attitude towards brand extensions: an integrative model and research propositions”.
International Journal of Research in Marketing, 20 (2003), pp. 97-115
[CRONBACH, 1951]
L.J. CRONBACH.
“Coefficient Alpha and the internal structure of test”.
Psychometrica, 16 (1951), pp. 297-334
[DABHOLKAR et al., 1996]
P.A. DABHOLKAR, D.I. THORPE, J.O. RENTZ.
“A measure of service quality for retail stores: scale development and validation”.
Journal of the Academy of Marketing Science, 24 (1996), pp. 3-16
[DE RUYTER y WETZELS, 2000]
K. DE RUYTER, M. WETZELS.
“The role of corporate image and extension similarity in service brand extensions”.
Journal of Economic Psychology, 21 (2000), pp. 639-659
[DEL BARRIO y LUQUE, 2000]
S. DEL BARRIO, T. LUQUE, et al.
“Análisis de ecuaciones estructurales”.
Técnicas de Análisis de Datos en Investigación de Mercados,
[DEL RÍO et al., 2001]
A.B. DEL RÍO, R. VÁZQUEZ, V. IGLESIAS.
“The effects of brand associations on consumer response”.
Journal of Consumer Marketing, 18 (2001), pp. 410-425
[DESAI y HOYER, 1993]
K.K. DESAI, W.D. HOYER.
“Line extensions: a categorization and an information processing perspective”.
Advances in Consumer Research, 20 (1993), pp. 599-606
[ERDEM, 1998]
T. ERDEM.
“An empirical analysis of umbrella branding”.
Journal of Marketing Research, 35 (1998), pp. 339-351
[FISKE, 1982]
S.T. FISKE.
“Schema-triggered affect: applications to social perception”.
Affect and Cognition: the 17th Annual Carnegie Symposium on Cognition,
[FISKE y PAVELCHAK, 1986]
S.T. FISKE, M.A. PAVELCHAK.
“Category-based versus piecemal-based affective responses: developments in schema-triggered affect”.
The Handbook of Motivation and Cognition: Foundations of Social Behavior,
[FISKE y TAYLOR, 1984]
S.T. FISKE, S.E. TAYLOR.
Socialcognition, Addison-Wesley, (1984),
[FUENTES et al., 2004]
FUENTES, F., LUQUE, T., MONTORO, F. y CAÑADAS, P. (2004): “Efectos del valor de marca sobre la lealtad y el precio atribuido por el consumidor”, Actas del XVI Encuentro de Profesores Universitarios de Marketing, Alicante.
[GRANDE y ABASCAL, 1999]
I. GRANDE, E. ABASCAL.
Fundamentos y Técnicas de Investigación Comercial, ESIC, (1999),
[GRIME et al., 2002]
I. GRIME, A. DIAMANTOPOULOS, G. SMITH.
“Consumer evaluations of extensions and their effects on the core brand”.
European Journal of Marketing, 36 (2002), pp. 1415-1438
[GUOQUN y SAUNDERS, 2002]
F. GUOQUN, J. SAUNDERS.
“Consumer evaluations of brand extensions: empirical evidence from China”.
Asia Pacific Advances in Consumer Research, 5 (2002), pp. 395-399
[GUTIÉRREZ y RODRÍGUEZ, 1994]
A.M. GUTIÉRREZ, A.I. RODRÍGUEZ.
“La evaluación de las extensiones de marca por el consumidor. Un estudio empírico”.
Revista Europea de Dirección y Economía de la Empresa, 3 (1994), pp. 91-99
[HAIR et al., 1998]
J.F. HAIR, R.E. ANDERSON, R.L. TATHAM, W.C. BLACK.
Multivariate Data Analysis, Prentice Hall, (1998),
[HEM y IVERSEN, 2003]
L.E. HEM, N.M. IVERSEN.
“Transfer of brand equity in brand extensions: the importance of brand loyalty”.
Advances in Consumer Research, 30 (2003), pp. 72-79
[HEM et al., 2003]
L. HEM, L. DE CHERNATONY, N. IVERSEN.
“Factors influencing successful brand extensions”.
Journal of Marketing Management, 19 (2003), pp. 781-806
[HOYER y BROWN, 1990]
W.D. HOYER, S.P. BROWN.
“Effects of brand awareness on choice for a common repeat-purchase product”.
Journal of Consumer Research, 17 (1990), pp. 141-148
[JONES, 1994]
M.Y. JONES.
“Differentiating new brands: product category judgments as mediators of new product evaluation processes”.
Asia Pacific Advances in Consumer Research, 1 (1994), pp. 17-21
[KELLER, 1993]
K.L. KELLER.
“Conceptualizing, measuring, and managing customer-based brand equity”.
Journal of Marketing, 57 (1993), pp. 1-22
[KELLER, 2003]
K.L. KELLER.
Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2a Edición, Prentice Hall, (2003),
[KIM, 2003]
J.Y. KIM.
“Communication message strategies for brand extensions”.
Journal of Product and Brand Management, 12 (2003), pp. 462-476
[KLINE, 2005]
R.B. KLINE.
Principles and Practice of Structural Equation Modelin, 2a Edición, The Guilford Press, (2005),
[KLINK y SMITH, 2001]
R.R. KLINK, D.C. SMITH.
“Threats to the external validity of brand extension research”.
Journal of Marketing Research, 38 (2001), pp. 326-335
[MACDONALD y SHARP, 2000]
E.K. MACDONALD, B.M. SHARP.
“Brand awareness effects on consumer decision making for a common, repeat purchase product: a replication”.
Journal of Business Research, 48 (2000), pp. 5-15
[MATHER, 2003]
MATHER, D. (2003): “Empirical generalisations of brand extension theory and the role of general linear mixed models”, Proceedings of the 32nd EMAC Conference, Glasgow.
[MERVIS y ROSCH, 1981]
C.B. MERVIS, E. ROSCH.
“Categorization of natural objects”.
Annual Review of Psychology, 32 (1981), pp. 89-115
[MILEWICZ y HERBIG, 1994]
J. MILEWICZ, P. HERBIG.
“Evaluating the brand extension decision using a model of reputation building”.
Journal of Product and Brand Management, 3 (1994), pp. 39-47
[MINTEL, 2002]
MINTEL.
“Sportswear Retailing”.
[MONTGOMERY y WERNERFELT, 1992]
C.A. MONTGOMERY, B. WERNERFELT.
“Risk reduction and umbrella branding”.
The Journal of Business, 65 (1992), pp. 31-51
[MORRIN, 1999]
M. MORRIN.
“The impact of brand extensions on parent brand memory structures and retrieval processes”.
Journal of Marketing Research, 36 (1999), pp. 517-525
[NA et al., 1999]
W. NA, R. MARSHALL, K.L. KELLER.
“Measuring brand power: validating a model for optimizing brand equity”.
Journal of Product and Brand Management, 8 (1999), pp. 170-184
[NIJSSEN, 1999]
E.J. NIJSSEN.
“Success factors of line extensions of fast-moving consumer goods”.
European Journal of Marketing, 33 (1999), pp. 450-469
[NETEMEYER et al., 2004]
R. NETEMEYER, B. KRISHNAN, C. PULLIG, G. WANG, M. YAGCI, D. DEAN, J. RICKS, F. WIRTH.
“Developing and validating measures of facets of customer-based brand equity”.
Journal of Business Research, 57 (2004), pp. 209-224
[NUNNALLY, 1978]
J.C. NUNNALLY.
Psychometric Theory, 2a Edición, McGraw-Hill, (1978),
[NUROSIS, 1993]
M.J. NUROSIS.
SPSS. Statistical Data Analysis, SPSS. Inc., (1993),
[PARK et al., 2002]
J.W. PARK, K.H. KIM, J.K. KIM.
“Acceptance of brand extensions: interactive influences of product category similarity, typicality of claimed benefits, and brand relationship quality”.
Advances in Consumer Research, 29 (2002), pp. 190-198
[PARK y KIM, 2001]
J.W. PARK, K. KIM.
“Role of consumer relationships with a brand in brand extensions: some exploratory findings”.
Advances in Consumer Research, 28 (2001), pp. 179-185
[PARK et al., 1991]
C.W. PARK, S. MILBERG, R. LAWSON.
“Evaluation of brand extensions: the role of product feature similarity and brand concept consistency”.
Journal of Consumer Research, 18 (1991), pp. 185-193
[PAPPU et al., 2005]
R. PAPPU, P.G. QUESTER, R.W. COOKSEY.
“Consumer-based brand equity: improving the measurement. empirical evidence”.
Journal of Product and Brand Management, 14 (2005), pp. 143-154
[PAPPU et al., 2006]
R. PAPPU, P.G. QUESTER, R.W. COOKSEY.
“Consumer-based brand equity and country-of-origin relationships”.
European Journal of Marketing, 40 (2006), pp. 696-717
[PETERSON, 2001]
R.A. PETERSON.
“On the use of college students in social science research: insights from a second-order meta-analysis”.
Journal of Consumer Research, 28 (2001), pp. 450-461
[PRYOR y BRODIE, 1998]
K. PRYOR, R.J. BRODIE.
“How advertising slogans can prime evaluations of brand extensions: further empirical results”.
Journal of Product and Brand Management, 7 (1998), pp. 497-508
[ROEHRICH, 1995]
G. ROEHRICH.
“Innovativités hédoniste et sociale: proposition d'une échelle de mesure”.
Recherche et Applications en Marketing, 9 (1995), pp. 19-41
[ROEHRICH, 2004]
G. ROEHRICH.
“Consumer innovativeness: concepts and measurements”.
Journal of Business Research, 57 (2004), pp. 671-677
[ROMEO, 1991]
J.B. ROMEO.
“The effect of negative information on the evaluations of brand extensions and the family brand”.
Advances in Consumer Research, 18 (1991), pp. 399-406
[ROTHBART y LEWIS, 1988]
M. ROTHBART, S. LEWIS.
“Inferring category attributes from exemplar attributes: geometric shapes and social categories”.
Journal of Personality and Social Psychology, 55 (1988), pp. 861-872
[SELTENE, 2004]
M. SELTENE.
“Processus d'évaluation de l'extension de marque par le consommateur: conception et validation d'un modèle de décomposition”.
Recherche et Applications en Marketing, 19 (2004), pp. 3-24
[SEMEIJN et al., 2004]
J. SEMEIJN, A.C.R. VAN RIEL, A.B. AMBROSINI.
“Consumer evaluations of store brands: effects of store image and product attributes”.
Journal of Retailing and Consumer Services, 11 (2004), pp. 247-258
[SWAMINATHAN et al., 2001]
V. SWAMINATHAN, R.J. FOX, S.K. REDDY.
“The impact of brand extension introduction on choice”.
Journal of Marketing, 65 (2001), pp. 1-15
[TAYLOR y BEARDEN, 2002]
V.A. TAYLOR, W.O. BEARDEN.
“The effects of price on brand extension evaluations: the moderating role of extension similarity”.
Journal of the Academy of Marketing Science, 30 (2002), pp. 131-140
[VAN RIEL et al., 2001]
A.C.R. VAN RIEL, J. LEMMINK, H. OUWERSLOOT.
“Consumer evaluations of service brand extensions”.
Journal of Service Research, 3 (2001), pp. 220-231
[VAN RIEL y OUWERSLOOT, 2005]
A.C.R. VAN RIEL, H. OUWERSLOOT.
“Extending electronic portals with new services: exploring the usefulness of brand extension models”.
Journal of Retailing and Consumer Services, 12 (2005), pp. 245-254
[VILLAREJO, 2002]
A. VILLAREJO.
La Medición del Valor de Marca en el Ámbito de la Gestión de Marketing, CEADE, (2002),
[VÖLCKNER y SATTLER, 2006]
F. VÖLCKNER, H. SATTLER.
“Drivers of brand extension success”.
Journal of Marketing, 70 (2006), pp. 18-34
[WERNERFELT, 1988]
B. WERNERFELT.
“Umbrella branding as a signal of new product quality: an example of signalling by posting a bond”.
Rand Journal of Economics, 19 (1988), pp. 458-466
[WHITE y LOMAX, 1999]
A. WHITE, W. LOMAX.
“The boundaries of the Diana brand: consumers' evaluations of potential extensions”, working paper, 37 (Julio), Kingston University.
[YOO et al., 2000]
B. YOO, N. DONTHU, S. LEE.
“An examination of selected marketing mix elements and brand equity”.
Journal of the Academy of Marketing Science, 28 (2000), pp. 195-211
Copyright © 2008. Academia Europea de Dirección y Economía de la Empresa
Opciones de artículo
es en pt

¿Es usted profesional sanitario apto para prescribir o dispensar medicamentos?

Are you a health professional able to prescribe or dispense drugs?

Você é um profissional de saúde habilitado a prescrever ou dispensar medicamentos