Business-to-Business Brand Extension into Consumer Markets: An Investigation of Consumer Attitudes (Conference presentation)

Singh, J./ Kalafatis, S./ McGill, J./ Καλαφάτης, Σ


Leveraging a brand name into a new product category through brand extension facilitates success of the new brand extended, and reduces the introduction costs. The impact of parent brand extension on consumer attitudes is welldocumented in branding literature. However an under-investigated area is whether business-to-business (b2b) brand equity can be leveraged in consumer markets (b2c) through brand extension. In this study we investigate the impact of parent b2b brand specific factors influencing attitudes to b2c brand extensions. Specifically, we measure the overall attitude (extension acceptance) of the b2c extension through a set of parent brand-specific constructs, such as brand knowledge, quality perception, CSR perception, and the perceived difficulty in extending the brand. We create four hypothetical b2c extensions of two well-known b2b brands, employing a quasi-experimental design. The results show that quality perception of the parent brand is the only significant determinant of consumer evaluation of b2c brand extensions for all extensions. The results for other factors are either extension-specific or relate to the category extended into, and shed light on consumer perceptions of extensions of b2b brands. The findings should inform managers of b2b brands planning to extend into consumer markets.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Business-to-business;Brand extensions;Quasi-experiments;Consumer brands;Attitudes;Eπιχείριση προς επιχείριση;Eπέκταση μάρκας;Mάρκες καταναλωτή;Συμπεριφορές
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
URI: http://195.251.240.227/jspui/handle/123456789/1197
Publisher: Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Bucks New University
Item type: conferenceItem
Submission Date: 2016-05-26T14:14:41Z
Item access scheme: free
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Publication date: 2012-06
Bibliographic citation: Singh, J.,Kalafatis, S. & McGill, J., 2012, 'Business-to-Business Brand Extension into Consumer Markets: An Investigation of Consumer Attitudes', ICCMI, 13 – 15 June 2012 Thessaloniki, Greece, Alexander Technological Educational Institute (ATEI) of Thessaloniki, Thessaloniki, pp. 107-113..
Abstract: Leveraging a brand name into a new product category through brand extension facilitates success of the new brand extended, and reduces the introduction costs. The impact of parent brand extension on consumer attitudes is welldocumented in branding literature. However an under-investigated area is whether business-to-business (b2b) brand equity can be leveraged in consumer markets (b2c) through brand extension. In this study we investigate the impact of parent b2b brand specific factors influencing attitudes to b2c brand extensions. Specifically, we measure the overall attitude (extension acceptance) of the b2c extension through a set of parent brand-specific constructs, such as brand knowledge, quality perception, CSR perception, and the perceived difficulty in extending the brand. We create four hypothetical b2c extensions of two well-known b2b brands, employing a quasi-experimental design. The results show that quality perception of the parent brand is the only significant determinant of consumer evaluation of b2c brand extensions for all extensions. The results for other factors are either extension-specific or relate to the category extended into, and shed light on consumer perceptions of extensions of b2b brands. The findings should inform managers of b2b brands planning to extend into consumer markets.
Publisher: Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Bucks New University
Conference name: International Conference on Contemporary Marketing Issues (ICCMI)
Type of the conference item: full paper
Appears in Collections:ICCMI (2012)

Files in This Item:
File Description SizeFormat 
Singh_Kalafatis_McGill_Business-to-Business_Brand_Extension_into_Consumer.pdf446.58 kBAdobe PDFView/Open



 Please use this identifier to cite or link to this item:
http://195.251.240.227/jspui/handle/123456789/1197
  This item is a favorite for 0 people.

This item is licensed under a Creative Commons License Creative Commons