Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects

Hun Kim, Byeng-Hee Chang, Sang-Hyun Nam, Shin-Hye Kwon and Sylvia M. Chan-Olmsted
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Hun Kim: Joongbu University, S. Korea
Byeng-Hee Chang: Sungkyunkwan University, S. Korea
Sang-Hyun Nam: Sungkyunkwan University, S. Korea
Shin-Hye Kwon: Sungkyunkwan University, S. Korea
Sylvia M. Chan-Olmsted: University of Florida, USA

Journal of Brand Strategy, 2024, vol. 13, issue 1, 84-106

Abstract: Tech conglomerates have launched many extension brands to enter the streaming media market. This paper analyses a study which examined the factors that affect these brand extensions from the perspectives of consumer attitude and perceptions. A total of 1,404 participants who reported having used parent brands were recruited for the study and were included in the final sample. Five hypotheses were tested using structural equation modelling analysis. Loyalty to the parent brand, variance in brand portfolio quality and perceived fit significantly influenced attitudes towards brand extensions. In addition, perceived fit and attitudes towards brand extensions positively reinforced consumer attitudes towards the parent brand. Finally, no difference was found with reference to the aforementioned factors when the more established streaming extensions were compared with the newer extensions of tech conglomerates. A unique aspect of the study is the structural validation of brand extensions by tech conglomerates. Further, the results of the study support the understanding of the importance of feedback effects and perceived fit in the brand area of tech conglomerates.

Keywords: media brand extension; tech conglomerates; brand loyalty; feedback effects (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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