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The moderating roles of perceived complementarity and substitutability on the perceived manufacturing difficulty-extension attitude relationship

机译：感知互补性和可替代性在感知制造难度与延伸态度关系中的调节作用

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摘要

The extant brand extension literature shows a curvilinear relationship between consumers' perceived difficulty of manufacturing the brand extension and their attitude towards the extension. This paper advances this research area by investigating the moderating roles of consumption-fit dimensions. Specifically, this research examines how the perceptions of the product extension's complementarity and substitutability affect the relationship between perceived difficulty of manufacturing the extension and extension attitude. To test these relationships, the study uses a four-country sample comprising of both graduate and undergraduate students. Study results demonstrate that perceived complementarity helps easy-to-make extensions while hurting difficult-to-make extensions, but perceived substitutability hurts extension attitude. These findings advance theory and offer managerial implications. Product and brand managers need to consider the joint effects of consumption fit and extension difficulty while using brand extension strategies.
机译：现有的品牌扩展文献显示了消费者感知的制造品牌扩展的难度与他们对扩展的态度之间的曲线关系。本文通过研究消费适应维度的调节作用来推进这一研究领域。具体而言，本研究考察了产品扩展的互补性和可替代性的感知如何影响感知的扩展制造难度与扩展态度之间的关系。为了检验这些关系，本研究使用了由研究生和本科生组成的四个国家的样本。研究结果表明，感知到的互补性有助于容易进行的扩展，同时又会损害难以进行的扩展，但是感知到的可替代性会损害扩展的态度。这些发现推动了理论发展并提供了管理上的启示。产品和品牌经理在使用品牌扩展策略时需要考虑消费契合度和扩展难度的共同影响。

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