JournalofMarketingManagement, 2013

JournalofMarketingManagement, 2013 Vol. 29, Nos. 7–8, 755–771, http://dx.doi.org/10.1080/0267257X.2013.796317
Extendtoonlineoroffline?Theeffectsofweb-brand extensionmode,similarity,andbrandconcepton consumerevaluation Liyin Jin, FudanUniversity,China Deqiang Zou, FudanUniversity,China
Abstract 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 web-brand extension; extension similarity; web-brand concept extension mode; consumer evaluation