Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment

Chung-Yu Wang (), Li-Wei Wu, Chen-Yu Lin and Ruei-Jie Chen
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Chung-Yu Wang: Department of Business Administration, National Kaohsiung University of Applied Sciences, Taiwan
Li-Wei Wu: Department of International Business, Tunghai University, Taiwan
Chen-Yu Lin: Department of International Trade, Feng-Chia University, Taiwan
Ruei-Jie Chen: Department of Business Administration, National Kaohsiung University of Applied Sciences, Taiwan

Journal of Economics and Management, 2017, vol. 13, issue 1, 83-103

Abstract: This study sets up a model estimation that includes structural equation analysis and uses data from 240 surveys developed under market conditions. The results verify that extension attitude affects purchase intention toward extension and parent brands, whereas perceived fit between a new product and either the remaining products (category fit) or brand image (image fit) can strengthen consumer attitude. The study also explains how the role of consumer brand commitment as a moderating factor can suggest a strong relationship between image fit and extension attitude for consumers with a high level of brand commitment, which is more important than expected. In contrast, consumers with a high level of commitment fail to consider category fit when evaluating brand extensions. Theoretical and managerial implications of our findings are discussed herein.

Keywords: brand extensions; brand commitment; image fit; category fit (search for similar items in EconPapers)
JEL-codes: L1 M3 (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:jec:journl:v:13:y:2017:i:1:p:83-103

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