000			02269nam a22002777a 4500
003			OSt
005			20251104135946.0
008			250910b |||||||| |||| 00| 0 eng d
020			_a0022-2437
040			_aEnglish _ctbs
041			_aEnglish
100			_aSpiggle, Susan _926421
245			_aMore Than Fit _b: Brand Extension Authenticity _c/ Susan Spiggle, Hang T. Nguyen, and Mary Caravella
260			_bJournal of Marketing Research (JMR) _c2012
362			_aJournal of Marketing Research (JMR). Dec2012, Vol. 49 Issue 6, p967-983. 17p. 2 Black and White Photographs, 6 Charts, 1 Graph
520			_aThis article introduces a new determinant of brand extension success, brand extension authenticity (BEA), as a complement to fit. The authors develop the BEA construct and a scale to measure it and then demonstrate that BEA captures consumer perceptions of brand extension legitimacy and cultural contiguity along four interrelated but distinct dimensions: maintaining brand standards and style, honoring brand heritage, preserving brand essence, and avoiding brand exploitation. They demonstrate the power of BEA in predicting consumer reactions to brand extensions, particularly among consumers with strong self-brand connections. Not only is BEA distinct from two conceptualizations of fit in brand extension literature-fit as similarity and fit as relevance-but it also moderates the effects of both fit dimensions on brand extension responses. By capturing a cultural and consumer relational perspective that shapes reactions to brand extensions, BEA provides an important, complementary construct for predicting brand extension success and enhancing brand value. Brand managers attentive to BEA may be able to stretch brands further than assessments of fit alone would suggest, but they risk failure in otherwise well-fitting extensions perceived as inauthentic.
653			_aBranding strategy
653			_aBrand authenticity
653			_aBrand extension
653			_aAuthentic brand extension
653			_aBrand extension fit
700			_aNguyen, Hang T. _926422
700			_aCaravella, Mary _926423
856			_uhttps://bibliotheque.tbs-education.fr/Default/doc/bth/83513334/more-than-fit-brand-extension-authenticity
942			_2lcc
999			_c5143 _d5143