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Extend to online or offline? The effects of web-brand extension mode, similarity, and brand concept on consumer evaluation

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This research examines the effects of extension mode (online to online vs. online to offline), web-brand concept (function oriented vs. experience oriented) and extension similarity (high vs. low) on consumer web-brand extension evaluations, attitude, perceived quality, and purchase intention of the extension brands. The analysis reveals two significant interaction effects: (1) the positive effect of brand extension similarity on consumer evaluations is stronger when the parent brand is function oriented compared to the experience-orientated ones; (2) the positive effect of brand extension similarity on consumer evaluations is more pronounced when the web-brands extend to offline markets rather than to online markets. Implications for marketing theory and practice are discussed.

Keywords: consumer evaluation; extension similarity; web-brand concept extension mode; web-brand extension

Document Type: Research Article


Affiliations: Fudan University, China

Publication date: May 1, 2013

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