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Title: Composite branding alliances : an investigation of extension and feedback effects
Authors: Park, C. Whan
Jun, Sung Youl
Shocker, Allan D.
Keywords: Composite brand
Brand extension strategy
Issue Date: Sep-1995
Series/Report no.: Marketing Working Paper Series ; MKTG 95.049
Abstract: This research in two experiments investigates the effectiveness of a composite brand in a brand extension context. A composite brand name combines two existing brands, in different positions as header or modifier, and uses this as the brand name for a new product (e.g., Slim-Fast Chocolate Cakemix by Godiva). The study in Experiment 1 specifically examines the effect of attribute level complementarity between two constituent brands with respect to the following: 1) the manner in which consumers form a concept (i.e., attribute salience and performance levels) of a composite brand extension; 2) the respective roles for each constituent brand in consumers' formations of the composite concept; and 3) whether the composite brand extension is a more viable branding strategy than a direct extension (i.e., Slim-Fast chocolate cakemix) in facilitating favorable reactions to the extension product and in generating positive feeback effects upon the original constituent brands. The study in Experiment 2 explores the impact of attitudinal favorability toward the modifier brand versus attribute level complementarity on the effectiveness of the composite brand extension strategy. The results in both experiments revealed important benefits to the composite brand extension strategy when attribute levels are complementary.
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