Last edited by Durisar
Thursday, July 30, 2020 | History

3 edition of Modelling the impact of services brand extensions on corporate image found in the catalog.

Modelling the impact of services brand extensions on corporate image

Jose M. Pina

Modelling the impact of services brand extensions on corporate image

by Jose M. Pina

  • 366 Want to read
  • 19 Currently reading

Published by Birmingham Business School in Birmingham .
Written in English

    Subjects:
  • Brand name products.,
  • Product management.,
  • Corporate image.

  • Edition Notes

    Bibliography: p. 12-14.

    StatementJose M. Pina, Eva Martinez, Leslie de Chernatony.
    SeriesWorking paper series (University of Birmingham. Birmingham Business School) -- 2004, 04
    ContributionsMartínez, Eva, 1968-, De Chernatony, L., Birmingham Business School.
    The Physical Object
    Pagination15 leaves :
    Number of Pages15
    ID Numbers
    Open LibraryOL16202577M
    ISBN 100704424657
    OCLC/WorldCa55101851

    Implementing these strategies within the context of the brand architecture, we introduce the concept of `ascending and descending brand extension', which leverages the strong image of the corporate brand to enhance the image and credibility of the product brand and vice versa. One of the five drivers of customer brand insistence is “value.” While value is comprised of more than just price (benefit bundle, perceived quality, etc.), it’s important to understand pricing to deliver a strong brand ing are some concepts that you may find useful as you determine pricing for your brand’s products and services.

    Corporate reputation:perspectives of measuring and managing principal risk 2 Part 1 explores reputation in terms of ten different aspects: • perceptions of control • quality • stakeholders • reputation versus brand • reputation as an asset • the value of reputation • reporting on reputation • ownership • trust • damage. From these, the report identifies the following principal. A brand’s equity consists of the key elements that drive demand for brand products and services. If the line-extension image jars with any of the brand equity elements, it will erode the.

    A good brand management plan helps to build a corporate image and the brand manager must oversee the overall brand performance. Successful brands are the result of a robust brand management system. On a wider scale, brand management includes managing both the intangible and tangible characteristics of a brand. For product brands, the tangibles. The sub-brand is there to give credibility to the new brand and thereby reduce product introduction costs, increasing trust in the new brand throughout the channel while doing something that was probably not anticipated: reducing, relative to brand extensions (e.g., Levis Casual Wear), brand dilution from entering a different market (reduced.


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Modelling the impact of services brand extensions on corporate image by Jose M. Pina Download PDF EPUB FB2

Structural equation modelling was the main methodology employed., – It was found that the extent of perceived fit between the corporate brand and the service extension influences the perceived quality of the extension, which in turn affects corporate image, especially for corporate brands that originally had highly rated images., – Given that the study was done with hypothetical brand extensions, the proposed model Cited by:   Specifically, the paper proposes and estimates a model that shows how potential consumers evaluate service extensions.

The findings show that the corporate image affects both the perceived service quality and the perceived fit between the new service and the parent brand, which in turn affects attitudes towards the by: Cite this paper as: de Ruyter K., Wetzels M.

() Service Brand Extensions the Role of Corporate Image and Extension Similarity. In: Manrai A., Meadow Author: Ko de Ruyter, Martin Wetzels. The present work analyzes how brand-extension evaluation can affect the current brand image and proposes a theoretical model formed by five main factors related to brand associations, extension.

Next, the model in Fig. 1 aims to gain insight into how extensions affect brand image. The model includes the variables with a higher impact on extension attitude (Aaker and Keller,Hem et al.,Völckner and Sattler, ; etc.). Such attitude will determine the development of brand image (Lane and Jacobson, ).Cited by: The aim of this study is to explore the role of independent variables e.g.

(brand image and corporate branding) on brand equity and the impact of brand equity on consumer's choice. The impact of brand image on customer experience – Company X Number of pages and appendix pages 39+2 The aim of this thesis was to find out what kind of relationship there is between brand image and customer experience, and how the brand image affects to customer experience.

brand image which in turn generate the huge short term and long term profit (Aaker, ).The brand image is negatively influenced by the brand extensions (Arslan and Altuna ). So there is a positive impact of brand image on the customer loyalty and commitment towards the offerings of the market.

Operational model for managing corporate reputation and image. it is the first book on the corporate heritage brand/corporate heritage identity field. related constructs such as corporate. The impact of the effectiveness of sp onsorship on image and memorizing: Role of congruence and relational proximity Relations studied in this research are depicted in the figure below: H3 H1 H2 H4 Congruence event/sponsor Exposure Relational proximity brand/individual Image Memorizing Leila Chebli and Abderrazak Gharbi / Procedia - Social.

Brand image, both product brand, personal brand, institution or corporate bran d, formed by a variety of personal factors that come from the self-consumer or audience and environmental factors. CORPORATE IMAGE DEVELOPMENT In making decisions about the image to be projected, marketers should remember Three things: 1.

Creating a new Image = accurate portrayal of the firm and coincide with the products and services being sold. Reinforcing or rejuvenating a image is easier than changing an image that is well established.

With regards to corporate image, service brand extensions are primarily associated with innovation-related attributes, such as order of entry (i.e., pioneers versus followers). Increasingly, firms are extending their services to markets that are beyond the markets that they traditionally have been active in.

Why is a corporation’s image vitally important. What kind of tactics and plans can be used to build an effective corporate image. What are family brands, brand extensions, flanker brands, co-brands, private brands, brand equity, and brand recognition.

How are logos, packages, and labels related to image and brand management. brand equity, brand image, brand personality and brand extension. Brand Extension. Brand extension is a marketing strategy in which new products are introduced in relation to a successful brand.

Various experts have defined brand extensions differently. though, these definitions look quite similar. Kotler and Armstrong () defined brand. This incorporates variables with more impact upon brand extension attitude (Aaker and Keller [18] and Volckner and Sattler [19]).

This model is emanated from initial image and tries to elaborate the relations and interactions which occur pending the creation of new image based on brand extension.

enhanced prestige brand image of such upscale extensions. Brand Image A brand is an asset for a company, and creating a positive image of a brand leads to a high brand equity in the market.

Consequently, a positive brand image is essential for companies. Brand image can be defined as the perceptions about a. the brand image.

So, a brand extension may either reinforce or dilute brand equity. we build a model where the retail brand image depends on the imag “Corporate brand image, satisfaction. “line extensions, brand extensions, multi-brands, or new brand “are these four choices for the company to choose its name for the brand.

Furthermore, this interactive result of brand name suggestiveness and result aim on brand addition evaluations is accompanied by methodical shifts in the degree to and the way.

Consumer Attitude Towards Brand Extensions: An Integrative Model and Research Propositions Sandor Czellar1 University of Geneva 1 Universi ty of Geneva, Section HEC, 40, boulevard du Pont-d’Arve, Geneva 4, Swi zerland. 00 41 22 (tel), 00. Disadvantages of Brand Extension.

Brand extension in unrelated markets may lead to loss of reliability if a brand name is extended too far. An organization must research the product categories in which the established brand name will work. There is a risk that the new product may generate implications that damage the image of the core/original.are monitored at a corporate strategic level.

Brand extension as an innovative strategy could use consumer’s understanding to dissect trends and develop actionable insights to produce new products, services and acquisitions. In fact, every brand extension brings meaningful perceived value to the consumers they target (Cegarra & Merunka,   Using two different studies we assess under what conditions Corporate Social Responsibility (CSR) affects consumer satisfaction.

In the first study, based on the American Customer Satisfaction Index, and a content analysis of CSR initiatives reported by 65 US companies, findings show a positive direct relationship between CSR and customer satisfaction with CSR training and .