Managing subbranding affect transfer the role of

Authors: Yi He Qimei Chen Leona Tam Ruby P Lee

Publish Date: 2014/07/03

Volume: 27, Issue: 1, Pages: 103-113

PDF Link

Abstract

Although the essential role of affect transfer has been evidenced in the brand extension literature scant research has focused on affect transfer when a firm attempts to add subbrands into its brand portfolio We conducted a series of four experiments to demonstrate that affect associated with a family brand does in fact transfer to its subbrand and the effect is more pronounced for a subbrand that is closer to vs distant from its family brand Further the transfer of affect is contingent upon consideration set size and brand loyalty While affect transfer is observed when consideration set is small this effect dissipates when consideration set expands such moderation effect further interacts with consumers’ loyalty to a family brand and a competing brand Our findings caution brand managers to take into account consumers’ consideration set size and brand loyalty when managing their brand portfolios

Keywords: