Position matters when we stand together: a linguistic perspective on composite brand extensions

Composite branding extensions, wherein two existing brands ally themselves to create a composite brand name and enter a different product category, have become a common way to introduce a new product. An important managerial issue is deciding how to position the two brand names within the expression...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2014-11, Vol.42 (6), p.680-701
Main Authors: Tsai, Meng-Chun, Lou, Yung-Chien, Bei, Lien-Ti, Monroe, Kent B.
Format: Article
Language:English
Subjects:
Alliances
Analysis
Brand name products
Brand names
Brands
Business and Management
Consumers
Cooperation
Linguistics
Marketing
Meta-analysis
Original Empirical Research
Perceptions
Product development
Social Sciences
Studies
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Summary:Composite branding extensions, wherein two existing brands ally themselves to create a composite brand name and enter a different product category, have become a common way to introduce a new product. An important managerial issue is deciding how to position the two brand names within the expression to communicate this alliance to consumers. Drawing on linguistic theories, this research explores how consumers may interpret different composite brand expressions relative to the positions of the two brand names in the expressions. We find that the brand in the initial position of most expressions is perceived as more closely associated with, and more responsible for the extension product than the other brand in the alliance. This perceived responsibility is also influenced by the perceived relative brand strengths, or the marketing abilities of both brands.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-014-0372-y