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1、标题：Brand extension feedback effects: A holistic framework 原文：The brand extension literature has developed from evaluation of the brand extension per se to also considering the impact of the brand extensions on the parent brand, also known as the feedback effect. Feedback effects are the reciprocal i
2、mpact of the brand extension on the parent brand, which can be either positive or negative. Despite substantial investigation into brand extensions, a major gap in the literature is that it is very fragmented and investigates feedback effects in a rather piecemeal fashion. This is partly attributabl
3、e to the adoption of experimental designs in the majority of the feedback literature. Consequently, there remains a dearth of empirical studies that simultaneously model the impact of key variables on parent brands. This study addresses this gap by proposing and testing a holistic model of brand ext
4、ension feedback process, as well as illuminating major effects that have previously been considered mostly in isolation.The study is positioned around this holistic approach, which has enabled four new major contributions to the feedback literature. First, a comprehensive model is presented that als
5、o explains the interrelationships among the major determinants of feedback. Prior literature has failed to take these relationships into account. Second, a clear rank-order of major determinants of feedback is established. Third, the study revisits the importance and role of fit from a new perspecti
6、ve. Fourth, the study models the impact of major determinants directly on the change in the outcome variable. This approach to analysis is novel in the feedback literature. A further contribution has been a first-of-its-kind application in the Indian context.MODEL DEVELOPMENTThe proposed model is de
7、rived from the current theory on brand extension feedback.Essentially, from a consumer perspective, the existing framework of feedback consists of two processes, that is, process one , involving evaluation of the brand extension, and process two , involving re-evaluation of the parent brand, post-ex
8、tension launch.Parent Brand VariablesPerception of Fit VariablesBrand Extension Evaluation VariablesParent Brand EvaluationProcess two: Brand Extension FeedbackFigure 1 : Two processes in the brand extension literature.Parent Brand, Knowledge and Affect VariablesPerception of Fit VariablesBrand Exte
9、nsion EvaluationProcess one: Brand Extension EvaluationPrior investigations into the evaluation of brand extensions and the subsequent feedback to the parent brand assume that a brand is a network of knowledge structures consisting of attributes, benefits and attitudes held by consumers. Whenever a
10、brand extension is launched, there is a transfer of knowledge and attitude from the parent brand to the brand extension, as well as development of a perception of fit based on the number of shared associations between the parent and the extension. Hence, brand extension evaluation (that is process o
11、ne) is a function of the extent to which consumers know and like the parent brand and the level of perceived fit between the parent brand and the extension. This process is represented in the process one of Figure 1.As regards the impact of brand extensions on the parent brand (that is process two),
12、 past investigations assume that brand extensions possess the capability to change the consumers existing mental schema of the parent brand. The book-keeping model of schema change has been put forward as one explanation of how brand extensions impact parent brand knowledge structures. According to
13、this model, each piece of new information (for example a brand extension) leads to an incremental modification of the consumers mental brand-knowledge structure, regardless of the similarity of the new information.The review of the feedback literature reveals that parent brand evaluations post exten
14、sion launch are mainly explained by a construct representing parent brand knowledge, a measure of similarity / fit between the parent brand and the brand extension and some measure of brand extension success / evaluation. This basic framework is represented in the process tow of Figure 1. Despite se
15、veral investigations into brand extension feedback, the literature remains fragmented and lacks a cohesive framework that investigates major influences on the parent brand simultaneously.The proposed model and its constructsThe proposed model is presented in Figure 2.The following sections discuss e
16、ach of the models constructs along with their hypothesized effects.H6+H5+H4+H3+H1+H2+Parent Brand ImageParent Brand Attitude ChangePerceived FitBrand Extension AttitudeFigure 2 : Proposed model of brand extension feedback.Parent brand image and its effectsIn essence, a brand extension feedback process model includes a construct that represents the strength of the parent brands existing knowledge in consumers minds.Brand extension models require the inclusion of a variable related to mea
