K-Groups of Trivial Extensions and Gluings of Abelian Categories

This paper focuses on the Ki-groups of two types of extensions of abelian categories, which are the trivial extension and the gluing of abelian categories. We prove that, under some conditions, Ki-groups of a certian subcategory of the trivial extension category is isomorphic to Ki-groups of the similar subcategory of the original category. Moreover, under some conditions, we show that the Ki-groups of a left (right) gluing of two abelian categories are isomorphic to the direct sum of Ki-groups of two abelian categories. As their applications, we obtain some results of the Ki-groups of the trivial extension of a ring by a bimodule (i∈N).

Extending service brands into products versus services

Purpose This paper aims to provide an empirical investigation into extension category effects on service brand extensions, both to other services (service–service extensions) and to products (service–product extensions), and the extension category’s influence on brand/consumer-level success drivers, as well as the perceived quality of the extension. Design/methodology/approach This study included an empirical testing of a conceptual framework using a hierarchical linear modeling approach and testing of hypotheses with a multilevel regression analysis. The data set consisted of 216 respondents reporting on both product and service extensions. Data were collected on three levels, namely, consumer level, parent brand level and extension level. Findings The findings indicate a general and consistent extension category-dependent effect that moderates the importance of brand extension success drivers. The influence of parent brand reliance and perceived parent brand quality were found to have stronger effects, whereas parent brand conviction was weaker in the context of service-to-service extensions. Research limitations/implications The study focuses on two brands with four extensions. Further research could replicate the study with a broader range of brands and extensions. Practical implications The study provides guidance to service managers to enhance consumers’ extension evaluations through better-positioned communication efforts when extending to different categories. Originality/value The study is one of the first empirical investigations into category-extension effects and its moderating role regarding brand and consumer level success drivers. Sparse research has been dedicated to a real-world occurrence of services extending between extension categories; this study thus furthers service brand research in terms of brand management decisions.

Effects of Different Types of Perceived Similarity and Subjective Knowledge in Evaluations of Brand Extensions

The most successful brand extensions are considered to be those having high perceived similarity between the parent brand and the extensions, and being well known in the marketplace. However, previous research has mainly examined the effects of overall measures of perceived similarity between a parent brand and an extension. Correspondingly, little is known about the effects of different areas of consumer knowledge. This study investigates the effects of three types of perceived similarity (usage, associations, competence) and three areas of consumer knowledge (original brand, original category, extension category) on evaluations of brand extensions. The results indicate that some types of perceived similarity and knowledge are more important than others. These findings imply that brand managers need to identify and measure the relevant types of perceived similarity and knowledge that will affect evaluations of brand extensions in order to design effective communication strategies for extensions.

The Impact of Cobranding on Customer Evaluation of Brand Counterextensions

A brand that successfully extends from its parent category into a new extension category often faces a counter-extension by a brand from the extension category back into its own parent category. However, there is little guidance available on how brand extension strategies should be adjusted to mitigate the risk to the parent brand from counterextensions. This research examines the differential impact of cobranded versus solo-branded extensions on customer evaluations of brand counterextensions. It demonstrates that customers evaluate a counterextension less favorably if the preceding extension by the focal brand is cobranded than if it is solo branded. The findings suggest that cobranding not only improves the attribute profile of a brand's own extension but also helps protect the brand against counterextensions.

Diluting Brand Beliefs: When Do Brand Extensions Have a Negative Impact?

This paper examines situations in which brand extensions are more or less likely to dilute beliefs associated with the family brand name. The results of an experimental investigation indicate that dilution effects do occur when brand extension attributes are inconsistent with the family brand beliefs. However, they are less likely to emerge when consumers perceive the brand extension as atypical of the family brand, and typicality of the brand extension is salient at the time beliefs are assessed. These findings held regardless of brand extension category, with the extension category being either the same or different from those product categories already occupied by the family brand, but differing by the type of family brand belief involved. Results are discussed in terms of the conditions under which two alternative theoretical perspectives (“bookkeeping” versus “typicality-based” models) are supported.