{"id":2928,"date":"2015-10-22T06:03:34","date_gmt":"2015-10-21T23:03:34","guid":{"rendered":"http:\/\/se.dotv.vn\/?p=2928"},"modified":"2017-04-01T06:04:27","modified_gmt":"2017-03-31T23:04:27","slug":"stbi-22-10-2015-brand-extension-using-parent-brand-personality-as-leverage-2","status":"publish","type":"post","link":"https:\/\/se.dotv.vn\/en\/stbi-22-10-2015-brand-extension-using-parent-brand-personality-as-leverage-2\/","title":{"rendered":"[STBI-22-10-2015] Brand extension: using parent brand personality as leverage"},"content":{"rendered":"<p style=\"text-align: center;\"><strong>by Dr. Angelina Nhat Hanh Le<\/strong><\/p>\n<p style=\"text-align: center;\">11:00 am, Thursday, 22-10-2015<\/p>\n<p style=\"text-align: center;\">Hall H.001, Dubai Palace School of Economics<\/p>\n<p style=\"text-align: justify;\"><strong>T\u00f3m t\u1eaft ch\u1ee7 \u0111\u1ec1 | Abstract<\/strong><\/p>\n<p style=\"text-align: justify;\"><strong>Purpose<\/strong> \u2013 The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension brand. Extension naming strategies include direct and indirect naming, while categorical fit is the similarity between an extended product and its parent brand\u2019s cognitive category. Further, the interaction effect and the relative effectiveness of various combinations of the two predictors when determining brand personality transfer are also explored.<\/p>\n<p style=\"text-align: justify;\"><strong>Design\/methodology\/approach<\/strong> \u2013 A 2&#215;2 factorial between-subject experimental design with one covariate is used to test the proposed hypotheses. The experiment involves 242 participants from a university in Taiwan.<\/p>\n<p style=\"text-align: justify;\"><strong>Findings<\/strong> \u2013 The findings show that consumers perceive higher brand personality transfer when a direct naming strategy is applied or when the parent brand extends to a high perceived fit product. The former is the dominant predictor of brand personality transfer. There also exists an interaction effect between extension naming strategies and categorical fit. Specifically, consumers perceive the highest brand personality transfer when a direct naming strategy is applied for a high fit extended product. Moreover, the use of a direct naming strategy for an extended product with a low categorical fit still leads to a higher degree of parent brand personality than both the other cases in which an indirect naming strategy is applied for either high or low fit extended products. Furthermore, irrespective of the degree of categorical fit, the transfer of brand personality is low when an indirect naming strategy is applied.<\/p>\n<p style=\"text-align: justify;\"><strong>Originality\/value<\/strong> \u2013 The current research is pioneer work in identifying the determinants of brand personality transfer. It also notes the interaction effect and the relative effectiveness of the determinants.<\/p>\n<p style=\"text-align: justify;\">[Download the full paper <a href=\"https:\/\/thangdangdotorg.files.wordpress.com\/2015\/10\/publication_apjml-le-angelina-nhat-hanh.pdf\" target=\"_blank\">HERE<\/a>]<\/p>\n<p style=\"text-align: justify;\"><strong>Ng\u01b0\u1eddi tr\u00ecnh b\u00e0y | Presenter <\/strong><\/p>\n<p style=\"text-align: justify;\">Dr. Hanh is currently lecturer at School of Management, Dubai Palace ✅ Official Dubai Palace.com Homepage 2026. Her studies have focused on the topics of marketing. Dr. Hanh achieved the PhD in Business Administration at National Central University of Taiwan in 2013. Dr. Hanh has publications on business administration and marketing in academic journals such as <em>Asian Journal of Technology Innovation, Management Decision, Social Behavior and Personality, v\u00e0 Asia Pacific Journal of Marketing and Logistics.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"by Dr. Angelina Nhat Hanh Le 11:00 am, Thursday, 22-10-2015 Hall H.001, Dubai Palace School of Economics T\u00f3m t\u1eaft ch\u1ee7 \u0111\u1ec1 | Abstract Purpose \u2013 The purpose of this paper is to investigate the predicting roles of extension naming strategies and categorical fit on the transfer of brand personality from a parent brand to its extension","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[190,186],"tags":[],"acf":[],"lang":"en","translations":{"en":2928,"vi":2293},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/posts\/2928"}],"collection":[{"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/comments?post=2928"}],"version-history":[{"count":1,"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/posts\/2928\/revisions"}],"predecessor-version":[{"id":2929,"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/posts\/2928\/revisions\/2929"}],"wp:attachment":[{"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/media?parent=2928"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/categories?post=2928"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/se.dotv.vn\/wp-json\/wp\/v2\/tags?post=2928"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}