Article2012

Adolescent Evaluations of Brand Extensions: The Influence of Reference Group

25 citations0/0 files storedPsychology and Marketing

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Consumer Perception and Purchasing Behavior

Abstract

ABSTRACT This study examines the reference group effect on adolescent evaluations of brand extension. Three factors are important to this process: the product fit between parent and extension category (similar vs. dissimilar), the consumption type of the extension product (public vs. private), and the parent brand image (prestige‐oriented vs. functional‐oriented). An experiment with 217 teenagers generally supports the hypotheses. Results suggest that adolescents are willing to pay a higher price premium to publicly consumed brand extension product than a privately consumed. In addition, the level of category similarity enhances the consumption type effect. Managerial implications on brand extension strategy in adolescent's market are discussed.

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References

1990Consumer Evaluations of Brand Extensions 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 1982Reference Group Influence on Product and Brand Purchase Decisions 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1992The Effects of Sequential Introduction of Brand Extensions 2003Revenue Premium as an Outcome Measure of Brand Equity 1974Consumer Socialization 1992The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions

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