The effect of relational elements and co-creation of value on brand extension acceptance

HB Economic Theory

Bazaki, Eirini ; Young, Stephen

University:University of Glasgow

Department:Adam Smith Business School

关键词: brand extension, brand communities, brand relationships, co-creation of value, s-d logic, video games, online environment.;   

Others  :  http://theses.gla.ac.uk/4373/1/2013bazakiphd.pdf

来源: University of Glasgow

【 摘 要 】

This thesis aims to broaden the spectrum of brand extension acceptance literature, largely defined by categorisation theory, and bring to light alternative and complementary criteria for predicting brand extension success. To achieve this, the theoretical framework of this study replicates the principal model in brand extension acceptance (Aaker and Keller 1990) and extends it by introducing the concepts of virtual brand tribal communities, consumer-brand relationships, and co-creation of value, which originate in relationship marketing and service-dominant (S-D) logic. The thesis considers brand extension acceptance criteria within the increasingly important paradigm of S-D logic (Vargo and Lusch 2004). The present study uses a mixed method research design in order to address the research objectives of this study, enhance the robustness of the study and improve the level of reliability of the research findings. The qualitative data from the study served to deepen understanding of the research concepts and to construct the research instrument. The quantitative data were analysed to test the research hypotheses, and provide measurable results that can be projected to a larger population; the data were collected through an online survey with European consumers in the entertainment goods sector (specifically, video games). The present study found that the factors introduced by relationship marketing and the S-D logic explain a high proportion of variance on extension acceptance of joint co-creation and high consumer-low company co-creation products. Major contributions of the study include the development of a more holistic framework of brand extension acceptance; along with the adoption of the S-D logic which establishes the existence of relational and co-creative parameters in the evaluation of brand extension products. In terms of theory, the thesis contributes to the conceptual development of the virtual brand tribal community and consumer-brand relationship concept; and provides empirical support for their dimensionality and impact on brand extension acceptance. Similarly, at a theoretical level the thesis brings together two dimensions of the co-creation of value concept which were previously found dispersed in the literature, and thus provides empirical support for the effects of the level of co-creation construct. Concluding remarks acknowledge the limitations of the thesis and propose avenues for future research.