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Essay / Research Paper Abstract
This three page paper provides article reviews on two marketing-based articles, “The ownership effect in consumer responses to brand line stretches,” and "Using advertising alliances for new product introduction: Interactions between product complementarity and promotional strategies."
Page Count:
3 pages (~225 words per page)
File: D0_MTbrmaar.rtf
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Unformatted sample text from the term paper:
the marketing mix, and for good reason. Brands resonate with consumers, not necessarily because of need, but because of emotion. While the consumer may need or want a can of
soup, for example, he or she will likely select Campbells because the brand name resonates with a number of emotions (and has been around for years, besides).
Kirmani and Sood, in their article "The ownership effect in consumer responses to brand line stretches," wrote about this in great detail in the Journal
of Marketing (January 1999). In their article they try to tie ownership status to brand image (whether a brand is prestigious or not), as well as branding strategy (a sub-brand
name, for example) - and how these branding techniques might effect consumer response to price-based line stretches. An ownership effect (in other
words, if the consumer believes he or she "owns" a brand because he/she buys that brand frequently), it was found, would continue purchasing extensions of that particular brand, if the
prices were reasonable (Kirmani and Sood, 1999). This is helpful for companies, the authors point out, that develop line extensions in already existing brands, such as flavors, colors or varieties;
and many companies can leverage these brand names while minimizing their costs toward expansion and getting old markets to buy new products (Kirmani and Sood, 1999). In evaluating the literature,
though, the authors point out that much of the analysis doesnt take into account motivational differences when it comes to brand preferences between owners and non-owners - and that because
owners are so much more involved with their brands than are non=owners, theyre more concerned about maintaining core equity associated with the brands (especially if they are equity brands) (Kirmani
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