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Comparing consumer evaluations of services-to-services brand extensions with services-to-goods

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dc.contributor.author Jayasankar Ramanathan
dc.contributor.author Sanal Kumar Velayudhan
dc.date.accessioned 2018-06-29T06:15:57Z
dc.date.available 2018-06-29T06:15:57Z
dc.date.issued 2017-07-18
dc.identifier.issn 0263-4503
dc.identifier.uri http://hdl.handle.net/2259/1003
dc.description Marketing Intelligence & Planning, Vol.35 Issue: 7, pp.877-891, https://doi.org/10.1108/MIP-02-2017-0026 en_US
dc.description.abstract Purpose – The purpose of this paper is to examine the influences of parent brand characteristics and brand-extension fit on attitude towards the extension in the context of services-to-goods (SG) brand extension compared with services-to-services (SS) brand extension. Design/methodology/approach – A survey design was used to collect data from 626 individual respondents. The respondents were selected using probability sampling from two cities in India. The data were analyzed using structural equation modeling (SEM). Findings – The study indicated that context (SS or SG) moderated the influence of factors on attitude toward brand extension. A favorable attitude towards the parent brand had a greater positive influence on SS brand extension compared with SG brand extension. Quality variance among service types under the parent brand had a higher negative impact on attitude towards SG brand extension than on attitude towards SS brand extension. Practical implications – Managers may prefer extending a service brand to another service rather than a good when consumers have a favorable attitude towards the brand. Furthermore, when the perceived quality of service types under a service brand varies substantially, extension of the brand to a good requires greater concern than extension to a service. Originality/value – The unique contribution of this study is the examination of the moderating influence of the characteristics of an offering (SS vis-à-vis SG) on the link between brand extension attitude and its influencing factors. en_US
dc.language.iso en en_US
dc.publisher Marketing Intelligence & Planning (Emeraldinsight) en_US
dc.subject Consumer attitudes en_US
dc.subject Brand extensions en_US
dc.subject Consumer goods en_US
dc.subject Consumer services en_US
dc.title Comparing consumer evaluations of services-to-services brand extensions with services-to-goods en_US
dc.type Article en_US


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  • Journal Articles [40]
    This collection consists of published and nonpublished scolarly articles of IIMK Community.

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