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dc.contributor.authorDwivedi, Abhishek
dc.contributor.authorSweeney, Arthur
dc.contributor.editorDr Sharon Purchase
dc.date.accessioned2018-03-27T04:44:42Z
dc.date.available2018-03-27T04:44:42Z
dc.date.issued2005
dc.date.modified2008-10-24T07:15:49Z
dc.identifier.refurihttp://anzmac2005.conf.uwa.edu.au/Program&Papers/pdfs/2-Branding/2-Dwivedi.pdf
dc.identifier.urihttp://hdl.handle.net/10072/2817
dc.description.abstractBrand extensions have been an important area of research dominated by the study of the process of fit perception between the core brand and the extension. To our knowledge, how varying levels of consumer expertise with an extension affect extension evaluation are little understood and has not been attempted in the literature before. Thus this study is an early exploratory step in investigating the lack of consensus in the literature about the role of consumer expertise in the brand extension evaluation process. Specifically, we investigate how and why the level of consumer expertise determines the perceived fit between a parent brand and an extension category. Exploratory interviews were conducted among users of MP3 players who were presented with a hypothetical scenario of Intel launching MP3 players. The findings revealed that there were differences between how expert and novice users of MP3 players perceived a proposed Intel extension decision. The experts welcomed the idea and saw a 'fit' between Intel and MP3 players both at the brand-level and at the category-level. Novices on the other hand found the idea illogical and were unable to perceive a fit between the parent brand and the extension. These findings emphasize the importance of treating consumer expertise as a segmentation variable while planning brand-extension decisions.
dc.description.peerreviewedYes
dc.description.publicationstatusYes
dc.format.extent342451 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglish
dc.language.isoeng
dc.publisherUniversity of Western Australia
dc.publisher.placePerth, WA
dc.publisher.urihttps://anzmac.wildapricot.org/
dc.relation.ispartofstudentpublicationN
dc.relation.ispartofconferencenameANZMAC 2005
dc.relation.ispartofconferencetitleANZMAC 2005
dc.relation.ispartofdatefrom2005-12-05
dc.relation.ispartofdateto2005-12-07
dc.relation.ispartoflocationFremantle, WA
dc.rights.retentionY
dc.subject.fieldofresearchcode350207
dc.titleAn exploratory study of consumer expertise and perceived fit in brand extensions
dc.typeConference output
dc.type.descriptionE1 - Conferences
dc.type.codeE - Conference Publications
gro.facultyGriffith Business School, Department of Marketing
gro.rights.copyright© The Author(s) 2005. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.
gro.date.issued2005
gro.hasfulltextFull Text
gro.griffith.authorSweeney, Arthur
gro.griffith.authorDwivedi, Abhishek


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    Contains papers delivered by Griffith authors at national and international conferences.

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