How brand innovativeness and quality impact attitude toward new service line extensions: the moderating role of consumer involvement

被引:63
作者
Boisvert, Jean [1 ]
Ashill, Nick J. [1 ]
机构
[1] Amer Univ Sharjah, Dept Mkt, Sch Business & Management, Sharjah, U Arab Emirates
关键词
Service line extensions; Service branding; Brand innovativeness; Brand quality; Consumer involvement; Partial least squares; Brand extensions; Innovation; Customer orientation; ADVERTISING EFFECTIVENESS; CORPORATE IMAGE; PRODUCT; DETERMINANTS; PERCEPTIONS; RESPONSES; MEDIATOR; AD; CREATIVITY; STRATEGY;
D O I
10.1108/08876041111173642
中图分类号
F [经济];
学科分类号
02 ;
摘要
Purpose - The purpose of this study is twofold: first, to assess the impact of extension innovativeness on attitude towards service line extension and the mediating role played by extension quality (in relation to the parent brand); second, to examine the effect of consumer involvement as a moderator of the relationship between extension quality (in relation to the parent brand) and attitude towards the extension. Design/methodology/approach - An empirical investigation using a survey methodology was conducted with a sample of 664 respondents. The structural model was assessed using partial least squares (PLS graph). Findings - The results suggest that in launching a new service line extension perceived quality of the extension (in relation to the parent brand) has a direct impact on attitude towards the service line extension and mediates the effect of perceived extension innovativeness on extension attitude. The findings also suggest that consumer involvement in the extension moderates the relationship between extension quality (in relation to the parent brand) and attitude towards the extension. Research limitations/implications - Line extensions of other types of services and consumer goods could be investigated in futures studies. Involvement is a multidimensional construct. Other dimensions of involvement could be tested in similar contexts. Practical implications - This study is important for managers of newly created service branches. In launching a new service line extension, marketers must be careful in developing the quality of the service as well as managing its innovation as both factors influence attitude and behavioral intention outcomes. Also, the moderating role of involvement indicates that managers must attempt to reduce risk perceptions during launch. Originality/value - The paper makes an important contribution to the emerging service line extension literature.
引用
收藏
页码:517 / 527
页数:11
相关论文
共 90 条
[61]   MEMORY-BASED PRODUCT JUDGMENTS - EFFECTS OF INVOLVEMENT AT ENCODING AND RETRIEVAL [J].
PARK, JW ;
HASTAK, M .
JOURNAL OF CONSUMER RESEARCH, 1994, 21 (03) :534-547
[62]   CENTRAL AND PERIPHERAL ROUTES TO ADVERTISING EFFECTIVENESS - THE MODERATING ROLE OF INVOLVEMENT [J].
PETTY, RE ;
CACIOPPO, JT ;
SCHUMANN, D .
JOURNAL OF CONSUMER RESEARCH, 1983, 10 (02) :135-146
[63]   ISSUE INVOLVEMENT CAN INCREASE OR DECREASE PERSUASION BY ENHANCING MESSAGE-RELEVANT COGNITIVE RESPONSES [J].
PETTY, RE ;
CACIOPPO, JT .
JOURNAL OF PERSONALITY AND SOCIAL PSYCHOLOGY, 1979, 37 (10) :1915-1926
[64]   The effect of service brand extensions on corporate image - An empirical model [J].
Pina, Jose M. ;
Martinez, Eva ;
de Chernatony, Leslie ;
Drury, Susan .
EUROPEAN JOURNAL OF MARKETING, 2006, 40 (1-2) :174-197
[65]   Common method biases in behavioral research: A critical review of the literature and recommended remedies [J].
Podsakoff, PM ;
MacKenzie, SB ;
Lee, JY ;
Podsakoff, NP .
JOURNAL OF APPLIED PSYCHOLOGY, 2003, 88 (05) :879-903
[66]   WINNING WAYS Immediate and Long-Term Effects of Sponsorship on Perceptions of Brand Quality and Corporate Image [J].
Pope, Nigel ;
Voges, Kevin E. ;
Brown, Mark .
JOURNAL OF ADVERTISING, 2009, 38 (02) :5-20
[67]   Signaling unobservable product quality through a brand ally [J].
Rao, AR ;
Qu, L ;
Ruekert, RW .
JOURNAL OF MARKETING RESEARCH, 1999, 36 (02) :258-268
[68]   EXTRINSIC AND INTRINSIC CUE EFFECTS ON PERCEPTIONS OF STORE BRAND QUALITY [J].
RICHARDSON, PS ;
DICK, AS ;
JAIN, AK .
JOURNAL OF MARKETING, 1994, 58 (04) :28-36
[69]   Do Customer and Technology Orientations Influence Product Innovativeness in SMEs? Some New Evidence from Greece [J].
Salavou, Helen .
JOURNAL OF MARKETING MANAGEMENT, 2005, 21 (3-4) :307-338
[70]   Cross-functional product development teams, creativity, and the innovativeness of new consumer products [J].
Sethi, R ;
Smith, DC ;
Park, CW .
JOURNAL OF MARKETING RESEARCH, 2001, 38 (01) :73-85