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Unravelling the Secret of Successful Brand Extensions

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Unravelling the Secret of Successful Brand Extensions: a case study to explore consumer response 

AUTHOR(S):

 

Maaike MULDER-NIJKAMP and Wouter EGGINK

 

In this paper we try to disentangle the design of successful brand extensions

and test this with two case studies. Earlier research revealed that typicality

and novelty are related to the aesthetic preference of products. Despite the

fact these two predictors are also each other’s suppressors, the equilibrium of

both will determine aesthetically preferred products. When dealing with

brand extensions we assume this effect is even bigger. We discern two

approaches to explain this process. On the one hand the new product

category with respect to the known brand can be seen as the novel

experience of the design. On the other hand, the consumer can be familiar

with the archetypical forms of a product category (typicality) and consider

the branded product design as the novel experience. The outcomes show that

typicality and novelty are jointly effective in explaining the aesthetic

preferences of consumers for some product categories and that the

appreciation of novelty for less typical designs is reinforced by the context

they are presented in.

 

PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014

 

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