Consumption Motivations Underlying Ownership Effect in Brand Extensions
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Consumption Motivations Underlying Ownership Effect in Brand Extensions

Consumption Motivations Underlying Ownership Effect in Brand Extensions


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About the Book

This dissertation, "Consumption Motivations Underlying Ownership Effect in Brand Extensions" by Wei, Li, 李暐, was obtained from The University of Hong Kong (Pokfulam, Hong Kong) and is being sold pursuant to Creative Commons: Attribution 3.0 Hong Kong License. The content of this dissertation has not been altered in any way. We have altered the formatting in order to facilitate the ease of printing and reading of the dissertation. All rights not granted by the above license are retained by the author. Abstract: Abstract of thesis entitled "Consumption Motivations Underlying Ownership Effect in Brand Extensions" Submitted by Wei LI for the degree of Master of Philosophy at The University of Hong Kong in May 2007 Studies have identified three factors that influence consumers' perceptions of a brand extension: (i) brand affect; (ii) the similarity between the parent and extension product; and (iii) motivation. Yet little attention has been paid to motivational factors and the brand owners themselves. Psychological studies have recognized the salience of ownership effect in which owners expressed more favorable attitudes than non-owners toward the possessions they own. This study aims to explore this effect in an experiment on brand extensions, building on previous studies on brand line stretches. The study focuses on several motivational processes including exclusivity, involvement and self-enhancement, which underlie ownership effects. An online field experiment was conducted, using a sample of 548 respondents. The study found owners of prestige brands have more favorable evaluations of an upward (in technology) extension (but not a downward extension) than non-owners. The sub-branding strategy is discussed. And it is proposed that parent brand dilution would probably not occur when the prestige brand makes an extension (either upward or downward) using sub-branding strategy. It was also found that compared with upward extensions, downward extensions of a prestige brand diluted perceptions of the parent brand when being priced downward (tagged a low price), but not when being priced upward (tagged a high price). The study's implications for managers were also discussed. DOI: 10.5353/th_b3874723 Subjects: Consumers - Attitudes Consumers' preferences Brand name products Brand choice


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Product Details
  • ISBN-13: 9781361422892
  • Publisher: Open Dissertation Press
  • Publisher Imprint: Open Dissertation Press
  • Height: 279 mm
  • No of Pages: 56
  • Weight: 154 gr
  • ISBN-10: 1361422890
  • Publisher Date: 27 Jan 2017
  • Binding: Paperback
  • Language: English
  • Spine Width: 3 mm
  • Width: 216 mm


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