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

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Abstract

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.

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Notes

  1. In the original article, cake mix was spelled as one word. We use the original expression and spelling as we develop the conceptual argument.

  2. In the Chinese version of “Bomy presents Pringles assorted fruit cornflakes,” the verb was transformed and the function was similar to an adjective. Because this was still a noun phrase rather than a complete sentence, the linguistic theory of the composite concept also applies in this case.

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Authors and Affiliations

  1. Center for Public & Business Administration Education, National Chengchi University, 187, Jinhua St., Taipei City, 106, Taiwan, Republic of China

    Meng-Chun Tsai

  2. Department of Business Administration, National Chengchi University, 64, Sec. 2 ZhiNan Rd., Taipei City, 11605, Taiwan, Republic of China

    Yung-Chien Lou & Lien-Ti Bei

  3. J. M. Jones Professor of Marketing Emeritus, University of Illinois at Urbana-Champaign, 11357 Nuckols Road, #128, Glen Allen, VA, 23059, USA

    Kent B. Monroe

Authors
  1. Meng-Chun Tsai
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  2. Yung-Chien Lou
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  3. Lien-Ti Bei
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  4. Kent B. Monroe
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Correspondence to Meng-Chun Tsai.

Appendix: the measurement of the pause point and the product failure scenario

Appendix: the measurement of the pause point and the product failure scenario

Pause Point. If a pause is required when you read the expression “Lin Feng Ying Pringles Cup Soup” aloud, where will be the most possible pause point? Please check your pause point in the following expression. Please only choose ONE place to pause.

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Tsai, MC., Lou, YC., Bei, LT. et al. Position matters when we stand together: a linguistic perspective on composite brand extensions. J. of the Acad. Mark. Sci. 42, 680–701 (2014). https://doi.org/10.1007/s11747-014-0372-y

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  • DOI: https://doi.org/10.1007/s11747-014-0372-y

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