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首页> 外文期刊>Journal of Business Research >Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit
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Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit

机译：品牌典型性和遥远的新颖延伸接受度：降低风险如何应对低品位

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摘要

To increase consumer acceptance of novel products, firms often employ extension strategies, that is, launching new products under familiar brand names. Prototypical brands are among the most familiar in any product category, and, therefore, seem attractive candidates for extension efforts. But, by definition, prototypical brands and their product category show a strong association. Starting from a categorization theory perspective, prior research suggests that this association may hinder the extendibility of prototypical brands to products that belong to distant categories. Yet counter-intuitively, results from two studies focusing on novel extensions demonstrate that brand prototypicality increases rather than decreases consumer acceptance of novel extensions, in "close" as well as "distant" product categories. A mediation analysis provides evidence for the underlying mechanism by indicating that the risk-reducing advantage of prototypical brands outweighs their category-anchored rigidity.
机译：为了提高消费者对新颖产品的接受程度，公司经常采用扩展策略，即以熟悉的品牌名称推出新产品。原型品牌是所有产品类别中最熟悉的品牌之一，因此，似乎是扩展工作的有吸引力的候选者。但是，根据定义，原型品牌及其产品类别显示出很强的关联性。从分类理论的角度出发，先前的研究表明，这种关联可能会阻碍原型品牌向属于遥远类别的产品扩展。然而，与直觉相反的是，两项针对新颖扩展的研究结果表明，在“接近”和“遥远”的产品类别中，品牌原型增加而不是减少了消费者对新颖扩展的接受程度。调解分析通过表明原型品牌在降低风险方面的优势胜过其类别锚定的刚性，为潜在机制提供了证据。

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