Markentransfererfolgsanalysen bei kurzlebigen Konsumgütern unter Berücksichtigung von Konsumentenheterogenität

Markentransfererfolge

Zusammenfassung

Der Beitrag analysiert erstmals, inwiefern Signifikanz und relative Wirkungsstärke der Erfolgsfaktoren von Markentransfers zwischen verschiedenen Konsumentensegmenten variieren. Untersucht werden nahezu sämtliche Erfolgsfaktoren, die sich in vorangegangenen empirischen Studien mindestens einmal als signifikant erwiesen haben. Die empirische Basis umfasst 66 real in den Markt eingeführte Transferprodukte aus einer Vielzahl von Produktkategorien kurzlebiger Konsumgüter. Es zeigt sich, dass die Schlussfolgerungen der bisherigen Forschung hinsichtlich Signifikanz und relativer Wirkungsstärke der Erfolgsfaktoren durch die Vernachlässigung von Konsumentenheterogenität mit erheblichen Verzerrungen behaftet sind.

Erfolgsfaktoren Konsumentenheterogenität; Latent-Class Analyse Markenpolitik Markentransfer Neuprodukterfolg 

Summary

This paper is intended to investigate the empirical generalizability of prior findings concerning factors affecting consumer evaluations of brand extensions. We investigate the significance and relative importance of such brand extension success factors and test to which extent our findings can be generalized across consumer segments. Our study includes all major factors which have been proven by past research to be of significant relevance under a certain set of circumstances (i.e. factors that turned out to be significant at the p < 0.10 level in at least one empirical study). In total we analyze 66 existent fast moving consumer goods brand extensions stemming from leading German parent brands within a large variety of extension categories. Using an a priori segmentation as well as a latent class approach we found major differences between consumer segments. Our results show that prior research findings are considerably biased as a result of ignoring consumer heterogeneity.

Keywords

Brand Extension Brand Management Consumer Heterogeneity Latent-Class Analysis New Product Success Success Factors 

JEL-Classification

M31 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Literaturverzeichnis

  1. Aaker, David A./Keller, Kevin Lane (1990), Consumer Evaluations of Brand Extensions, in: Journal of Marketing, Vol. 54 (January), S. 27–41.CrossRefGoogle Scholar
  2. Barone, Michael J./Miniard, Paul W./Romeo, Jean B. (2000), The Influence of Positive Mood on Brand Extension Evaluation, in: Journal of Consumer Research, Vol. 26, S. 386–400.CrossRefGoogle Scholar
  3. Baumgartner, Bernhard (2002), Ein hedonisches Mixture Modell zur Aufdeckung latenter Preis-Leistungsstrukturen, in: Zeitschrift für Betriebswirtschaft, 72. Jg., S. 477–496.Google Scholar
  4. Bhat, Sobodh/Reddy, Srinivas K. (2001), The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation, in: Journal of Business Research, Vol. 53, S. 111–122.CrossRefGoogle Scholar
  5. Bottomley, Paul A./Holden, Stephen J.S. (2001), Do We Really Know How Consumers Evaluate Brand Extensions? Empirical Generalizations Based on Secondary Analysis of Eight Studies, in: Journal of Marketing Research, Vol. 38, S. 494–500.CrossRefGoogle Scholar
  6. Boush, David M. (1997), Brand Name Effects on Interproduct Similarity Judgements, in: Marketing Letters, Vol. 8, S. 419–427.CrossRefGoogle Scholar
  7. Boush, David M./Loken, Barbara (1991), A Process-Tracing Study of Brand Extension Evaluation, in: Journal of Marketing Research, Vol. 28, S. 16–28.CrossRefGoogle Scholar
  8. Broniarczyk, Susan M./Alba, Joseph W. (1994), The Importance of the Brand in Brand Extension, in: Journal of Marketing Research, Vol. 31, S. 214–228.CrossRefGoogle Scholar
  9. Caspar, Mirko (2002), Markenausdehnungsstrategien, in: Meffert, Heribert/Burmann, Christoph/Koers, Martin (Hrsg.), Markenmanagement — Grundfragen der identitätsorientierten Markenführung, S. 233–259.Google Scholar
  10. Cohen, Steven H./Ramaswamy, Venkatram (1998), Latent Segmentation Models: New Tools Assist Researchers in Market Segmentation, in: Marketing Research, Vol. 10, S. 15–21.Google Scholar
  11. Dacin, Peter A./Smith, Daniel C. (1994), The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions, in: Journal of Marketing Research, Vol. 31, S. 229–242.CrossRefGoogle Scholar
  12. DelVecchio, Devon S. (2000), Moving Beyond Fit: The Role of Brand Portfolio Characteristics in Consumer Evaluations of Brand Reliability, in: Journal of Product & Brand Management, Vol. 9, S. 457–471.CrossRefGoogle Scholar
  13. Desai, Kalpesh Kaushik/Keller, Kevin Lane (2002), The Effects of Ingredient Branding Strategies on Host Brand Extendibility, in: Journal of Marketing, Vol. 66 (January), S. 73–93.CrossRefGoogle Scholar
  14. Ernst & Young und Nielsen (1999), New Product Introduction: Successful Innovation/Failure: A Fragile Boundary, o.O.Google Scholar
  15. Esch, Franz-Rudolf/Fuchs, Marcus/Bräutigam, Sören/Redler, Jörn (2001), Konzeption und Umsetzung von Markenerweiterungen, in: Esch, Franz-Rudolf (Hrsg.), Moderne Markenführung: Grundlagen, innovative Ansätze, praktische Umsetzungen, 3. Aufl., S. 756–791.Google Scholar
  16. Gürhan-Canli, Zeynep/Maheswaran, Durairaj (1998), The Effects of Extensions on Brand Name Dilution and Enhancement, in: Journal of Marketing Research, Vol. 35, S. 464–473.CrossRefGoogle Scholar
  17. Jedidi, Kamel/Jagpal, Harsharanjeet S./DeSarbo, Wayne S. (1997), STEMM: A General Finite Mixture Structural Equation Model, in: Journal of Classification, Vol. 14, S. 23–50.CrossRefGoogle Scholar
  18. John, Deborah R./Loken, Barbara/Joiner, Christopher (1998), The Negative Impact of Extensions: Can Flagship Products Be Diluted?, in: Journal of Marketing, Vol. 62 (January), S. 19–32.CrossRefGoogle Scholar
  19. Kim, Chung K./Lavack, Anne M./Smith, Mango (2001), Consumer Evaluation of Vertical Brand Extensions and Core Brands, in: Journal of Business Research, Vol. 52, S. 211–222.CrossRefGoogle Scholar
  20. Keller, Kevin Lane (2003), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, 2. Aufl.Google Scholar
  21. Keller, Kevin Lane/Aaker, David A. (1992), The Effects of Sequential Introduction of Brand Extensions, in: Journal of Marketing Research, Vol. 29, S. 35–50.CrossRefGoogle Scholar
  22. Lane, Vicki R. (2000), The Impact of Ad Repetition and Ad Content on Consumer Perceptions of Incongruent Extensions, in: Journal of Marketing, Vol. 64 (April), S. 80–91.CrossRefGoogle Scholar
  23. Reddy, Srinivas K./Holak, Susan L./Bhat, Subodh (1994), To Extend or Not to Extend: Success Determinants of Line Extensions, in: Journal of Marketing Research, Vol. 31, S. 243–262.CrossRefGoogle Scholar
  24. Rust, Roland T./Simester, Duncan/Brodie, Roderick J./Nilikant, V. (1995), Model Selection Criteria: An Investigation of Relative Accuracy, Posterior Probabilities and Combination of Criteria, in: Management Science, Vol. 41, S. 322–333.CrossRefGoogle Scholar
  25. Sattler, Henrik (1997), Monetäre Bewertung von Markenstrategien für neue Produkte.Google Scholar
  26. Sattler, Henrik (1998), Beurteilung der Erfolgschancen von Markentransfers, in: Zeitschrift für Betriebswirtschaft, 68. Jg., S. 475–495.Google Scholar
  27. Sattler, Henrik (2001), Markenpolitik.Google Scholar
  28. Sattler, Henrik/Völckner, Franziska (2003), Bestimmungsfaktoren des Markentransfererfolges: Eine Replikation der Studie von Zatloukal (2002), in: Zeitschrift für Betriebswirtschaft, 73. Jg., S. 1077–1102.Google Scholar
  29. Sattler, Henrik/Völckner, Franziska/Zatloukal, Grit (2003), Erfolgsfaktoren von Markentransfers: Eine empirische Analyse für kurzlebige Konsumgüter, in: Marketing ZFP, 25. Jg., S. 147–168.CrossRefGoogle Scholar
  30. Schnell, Rainer (1986), Missing-Data Probleme in der empirischen Sozialforschung.Google Scholar
  31. Sheinin, David A./Schmitt, Bernd H. (1994), Extending Brands with New Product Concepts: The Role of Category Attribute Congruity, Brand Affect, and Brand Breadth, in: Journal of Business Research, Vol. 31, S. 1–10.CrossRefGoogle Scholar
  32. Slovic, Paul/MacPhillamy, Donald (1974), Dimensional Commensurability and Cues Utilization in Comparative Judgment, in: Organizational Behaviour and Human Performance, Vol. 11, S. 172–194.CrossRefGoogle Scholar
  33. Smith, Daniel/Park, C. Whan (1992), The Effects of Brand Extensions on Market Share and Advertising Efficiency, in: Journal of Marketing Research, Vol. 29, S. 296–313.CrossRefGoogle Scholar
  34. Swaminathan, Vanitha/Fox, Richard J./Reddy, Srinivas K. (2001), The Impact of Brand Extension Introduction on Choice, in: Journal of Marketing, Vol. 65 (October), S. 1–15.CrossRefGoogle Scholar
  35. Tauber, Edward M. (1988), Brand Leverage: Strategy for Growth in a Cost-Control World, in: Journal of Advertising Research, Vol. 28 (August/September), S. 26–30.Google Scholar
  36. Vermunt, Jeroen/Magidson, Jay (2000), Latent GOLD User’s Guide.Google Scholar
  37. Wedel, Michel/Kamakura, Wagner A. (2000), Market Segmentation: Conceptual and Methodological Foundations, 2. Aufl.Google Scholar
  38. Zatloukal, Grit (2002), Erfolgsfaktoren von Markentransfers.Google Scholar

Copyright information

© Schmalenbach-Gesellschaft.eV. 2005

Authors and Affiliations

  1. 1.Instituts für Handel und MarketingUniversität HamburgHamburgDeutschland

Personalised recommendations