Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alhambra y el Generalife

• Autores: María Belén Prados Peña
• Localización: Management Letters / Cuadernos de Gestión, ISSN 1131-6837, Vol. 22, Nº 1, 2022, págs. 21-33
• Idioma: español
• DOI: 10.5295/cdg.201380bp
• Títulos paralelos:
  • Moderating effect of the extension fit and involvement in the relationship between the parent heritage brand attitude and extension loyalty. Application to the monumental complex of the Alhambra and the Generalife
• Enlaces
  • Texto completo
• Resumen
  • español

    Objetivo: Este trabajo propone un modelo de formación de lealtad hacia la marca extendida de una marca patrimonial a partir de la actitud hacia la marca padre patrimonial, teniendo en cuenta el efecto mediador de la imagen de la marca padre y los efectos moderadores del ajuste entre la marca patrimonial y la extensión así como la implicación hacia la categoría de producto.Metodología: Se ha llevado a cabo un estudio experimental con 328 turistas que visitaban el destino patrimonial y manipulando dos niveles de ajuste. Se estableció un modelo de regresión de mediación moderada utilizando el software PROCESS 3.4.Conclusiones: El efecto de la actitud hacia la marca patrimonial sobre la lealtad hacia la extensión se produce a través de la imagen de la marca patrimonial. Este efecto se potencia en condiciones de bajo ajuste y alta implicación. La implicación modera el efecto directo independientemente del grado de ajuste.Implicaciones: Se aportan implicaciones para la gestión de las empresas que usan una marca patrimonial para competir en el mercado así como para los responsables de gestión del hito patrimonial.Originalidad y valor: Este trabajo contribuye al conocimiento sobre el proceso de formación de la lealtad hacia extensiones de marca patrimoniales, teniendo en cuenta las percepciones sobre la marca padre en términos de actitud e imagen y cómo afecta a dichas relaciones el ajuste entre la marca patrimonial y a actividad de la empresa que realiza la extensión y el nivel de implicación con la categoría.

  • English

    Objective: This work proposes a model of formation of brand extension loyalty of a heritage brand parent based on the attitude towards the heritage brand parent, taking into account the mediating effect of the brand parent image and the moderating effects of the fit between the heritage parent brand and the brand extension as well as the involvement towards the product category.Methodology: An experimental study has been carried out with 328 tourists visiting the heritage destination and manipulating two levels of adjustment. A moderate mediation regression model was established using the PROCESS 3.4 software.Conclusions: The effect of the attitude towards the heritage brand on the loyalty towards the extension occurs through the image of the heritage brand. This effect is enhanced in low setting and high involvement conditions. The involvement moderates the direct effect regardless of the degree of brand extension fit.Implications: Implications are provided for the management of companies that use a heritage brand to compete in the market as well as for managers of cultural heritage.Originality and value: This work contributes to the existing knowledge about the process to the formation of brand-extension loyalty of brand of cultural heritage site, taking into account the perceptions about the parent brand in terms of attitude and image. Also, this study examines the moderating role of brand extension fit and the level of involvement with the category

• Referencias bibliográficas
  • Aaker, D. A., y Keller, K. L., 1990. Consumer evaluations of brand extensions. Journal of marketing, 54(1), 27-41.
  • Aaker, D. A., 1991. Managing Brand Equity. New York: The Free Press Aaker, D. A., 1996. Measuring brand equity across products and markets. California...
  • Albrecht, C. M., Backhaus, C., Gurzki, H., y Woisetschläger, D. M., 2013. Drivers of brand extension success: What really matters for luxury...
  • Anderson, N. H., 1981. Foundations of information integration theory. Academic Press.
  • Baker, W., J. W.H., Danny M., y Prakash N., 1986. Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference. In: Richard...
  • Baloglu, S., y McCleary, K. W., 1999. A model of destination image formation. Annals of Tourism Research, 26(4), 868-897.
  • Barone, M. J., 2005. The interactive effects of mood and involvement on brand extension evaluations. Journal of Consumer Psychology, 15(3),...
  • Bottomley, P. A., y Holden, S. J., 2001. Do we really know how consumers evaluate brand extensions? Empirical generalizations based on secondary...
  • Boush, D. M., y Loken, B., 1991. A process-tracing study of brand extension evaluation. Journal of Marketing Research, 28(1), 16-28.
  • Bowitz, E. and Ibenholt, K., 2008. Economic impacts of cultural heritage. Research and perspectives. Journal of Cultural Heritage, 10(1),...
  • Boyd, S. W., y Timothy, D. J., 2006. Marketing issues and world heritage sites. In: Leask, A. and Fyall A., eds. Managing World Heritage Sites....
  • Brown, T. J., y Dacin, P. A., 1997. The company and the product: Corporate associations and consumer product responses. Journal of marketing, 61(1),...
  • Buil C.I., y Montaner G.T., 2008. Factores clave en la formación de la actitud del consumidor hacia las extensiones de marca. Cuadernos de...
  • Buil C.I., Martinez S.E., y Pina P.J., 2008. Extensiones de marca en bienes y servicios: Evaluación y efectos sobre la imagen de marca. Revista...
  • Buil, I., de Chernatony, L., y Hem, L. E., 2009. Brand extension strategies: perceived fit, brand type, and culture influences. European Journal...
  • Colmenares, O. A., y Saavedra, J. L., 2007. Aproximación teórica de la lealtad de marca: enfoques y valoraciones. Cuadernos de Gestión, 7(2),...
  • Czellar, S., 2003. Consumer attitude toward brand extensions: an integrative model and research propositions.  International Journal of Research...
  • Chaudhuri, A., y Holbrook, M. B., 2001. The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal...
  • Chaudhuri, A., 2000. A macro analysis of the relationship of product involvement and information search: the role of risk. Journal of Marketing...
  • Chen, C. F., y Tsai, D., 2007. How destination image and evaluative factors affect behavioral intentions?.  Tourism Management,  28(4), 1115-1122.
  • Chen, K. J., y Liu, C. M., 2004. Positive brand extension trial and choice of parent brand.  Journal of Product & Brand Management,  13(1),...
  • Choi, T. M., Liu, N., Liu, S. C., Mak, J., y To, Y. T., 2010. Fast fashion brand extensions: An empirical study of consumer preferences. Journal...
  • D’Astous, A., Colbert, F., y Fournier, M., 2007. An experimental investigation of the use of brand extension and co-branding strategies in...
  • Del Barrio, S. y Luque, T., 2012. Análisis de Ecuaciones Estructurales. In: Luque, T., ed. Técnicas de análisis de datos en investigación...
  • Del Barrio-García, S., y Prados-Peña, M. B., 2019. Do brand authenticity and brand credibility facilitate brand equity? The case of heritage...
  • Delgado B. M. E., 2004. Estado actual de la investigación sobre la lealtad a la marca: una revisión teórica. Dirección y Organización, 30,...
  • DelVecchio, D., 2000. Moving beyond fit: the role of brand portfolio characteristics in consumer evaluations of brand reliability. Journal...
  • Dick, A. S., y Basu, K., 1994. Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2),...
  • Doust, H. V., y Esfahlan, H. N., 2012. The effect of brand extension strategies on brand image: An integrative model and research propositions. African...
  • Eren-Erdogmus, Ilker A., y Esin A., 2018. Drivers of successful luxury fashion brand extensions: cases of complement and transfer extensions. Journal...
  • Evangeline, S. J., y Ragel, V. R., 2016. The role of consumer perceived fit in brand extension acceptability. IUP Journal of Brand Management, 13(1),...
  • Fedorikhin, A., Park, C. W., y Thomson, M., 2008. Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand...
  • Fornell, C., y Larcker, D. F., 1981. Structural equation models with unobservable variables and measurement error: Algebra and statistics....
  • Gierl, H., y Huettl, V., 2011. A closer look at similarity: The effects of perceived similarity and conjunctive cues on brand extension evaluation. International...
  • Greffe, X., 2004. Is heritage an asset or a liability?. Journal of Cultural Heritage, 5(3), 301-309.
  • Hair, J.F., Anderson, R.E., Babin, B.J., y Black, W.C., 2010. Multivariate data analysis: A global perspective. Upper Saddle River, NJ: Pearson.
  • Hassan, A., y Rahman, M., 2015. World Heritage site as a label in branding a place. Journal of Cultural Heritage Management and Sustainable...
  • Hayes, A. F., 2017. Introduction to mediation, moderation, and conditional process analysis second edition: A regression-based approach. London:...
  • Hem, L. E., y Iversen, N. M., 2003. Transfer of brand equity in brand extensions: The importance of brand loyalty. ACR North American Advances,...
  • Hem, L. E., De Chernatony, L., y Iversen, N. M., 2003. Factors influencing successful brand extensions. Journal of Marketing Management, 19(7-8),...
  • Huete-Alcocer, N., 2018. Assessing the path from information sources to loyalty (attitudinal and behavioral): evidences obtained in an ar-...
  • Huete-Alcocer, N., Martinez-Ruiz, M. P., López-Ruiz, V. R., y Izquiedo-Yusta, A., 2019. Archeological tourist destination image formation:...
  • Iversen, N. M., y Hem, L. E., 2008. Provenance associations as core values of place umbrella brands: A framework of characteristics. European...
  • Jung, K., y Tey, L., 2010. Searching for boundary conditions for successful brand extensions. Journal of Product & Brand Management, 19(4),...
  • Kalra, S., 2019. Antecedents of Attitude Towards Brand Extensions. IUP Journal of Brand Management, 16(4), 29-44.
  • Keller, K. L., y Aaker, D. A., 1992. The effects of sequential introduction of brand extensions. Journal of marketing research, 35-50.
  • Keller, K. L., 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  • Keller, K.L., 2003. Strategic Brand Management: Building, Measuring, and Managing Brand Equity. 2nd ed. New York: Prentice Hall.
  • Kim, H., Stepchenkova, S., y Yilmaz, S., 2019. Destination extension: A faster route to fame for the emerging destination brands?. Journal...
  • Kotler, P. y Gertner, D., 2010. Country as brand, product, and beyond: A place marketing & brand management perspective. In: Morgan, N.A.,...
  • Lee, T. H., 2009. A structural model to examine how destination image, attitude, and motivation affect the future behavior of tourists. Leisure...
  • Martínez, E., Montaner, T., y Pina, J. M., 2009. Brand extension feedback: The role of advertising.  Journal of Business Research,  62(3),...
  • Martins, M., 2015. The tourist imagery, the destination image and the brand image. Journal of Tourism and Hospitality Management, 3(2), 1-14.
  • Milewicz, J. y Herbig, P., 1994. Evaluating the Brand Extension Decision Using a Model of Reputation Building. Journal of Product y Brand...
  • Mitchell, A. A., y Olson, J. C., 2000. Are product attribute beliefs the only mediator of advertising effects on brand attitude? Advertising...
  • Moliner, M.A., Fandos, J.C., Monferrer, D. y Estrada, M., 2020. Entity crisis, halo effect and loyalty. Cuadernos de Gestión, 20(1), 155-180....
  • Murphy, S.T., y Zajonc, R.B., 1993. Affect, cognition, and awareness: affective priming with optimal and suboptimal stimulus exposures.  Journal...
  • Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D. y Wirth, F., 2004. Developing and validating measures of facets...
  • Nkwocha, I., Bao, Y., Johnson, W. C., y Brotspies, H. V., 2005. Product fit and consumer attitude toward brand extensions: the moderating...
  • Oliver, R. L., 1999. Whence consumer loyalty? The Journal of Marketing, 3, 33-44.
  • Ozretic-Dosen, D., Brlic, M., y Komarac, T., 2018. Strategic brand management in emerging markets: consumer perceptions of brand extensions. Organizations...
  • Petty, R. E., y Cacioppo, J. T., 1984. The effects of involvement on re- sponses to argument quantity and quality: Central and peripheral...
  • Plaza, B., 2006. The return on investment of the Guggenheim Museum Bilbao. International Journal of Urban and Regional Research, 30(2), 452-467.
  • Poria, Y., Reichel, A., y Cohen, R., 2011. World heritage site–Is it an effective brand name? A case study of a religious heritage site. Journal...
  • Prados-Peña, M. B., y del Barrio-García, S., 2018. The effect of fit and authenticity on attitudes toward the brand extension: The case of...
  • Prados-Peña, M. B., and Del Barrio-García, S., 2020. How does parent heritage brand preference affect brand extension loyalty? A moderated...
  • Qu, H., Kim, L. H., y Im, H. H., 2011. A model of destination branding: Integrating the concepts of the branding and destination image. Tourism...
  • Raufeisen, X., Wulf, L., Köcher, S., Faupel, U., y Holzmüller, H. H., 2019. Spillover effects in marketing: integrating core research domains. AMS...
  • Rundle-Thiele, S., y Maio Mackay, M., 2001. Assessing the performance of brand loyalty measures. Journal of Services Marketing, 15(7), 529-546.
  • Ryan, J., y Silvanto, S., 2009. The World Heritage List: The making and management of a brand. Place Branding and Public Diplomacy, 5(4),...
  • Sichtmann, C., Schoefer, K., Blut, M., y Kemp, C. J., 2017. Extending service brands into products versus services: Multilevel analyses of...
  • Smith, D. C., y Park, C. W., 1992. The effects of brand extensions on market share and advertising efficiency.  Journal of Marketing Research, 29(3),...
  • Spiggle, S., Nguyen, H. T., y Caravella, M., 2012. More than fit: Brand extension authenticity. Journal of Marketing Research, 49(6), 967-983.
  • Sunde, L., y Brodie, R. J., 1993. Consumer evaluations of brand extensions: Further empirical results. International Journal of Research in...
  • Tauber, E.M., 1981. Brand Franchise Extension: New Product Benefits from Existing Brand Names. Business Horizons, 24(2), 36-41.
  • Tauber, E. M., 1988. Brand Leverage: Strategy for Growth in a Cost Controlled World. Journal of Advertising Research, 28, 26-30.
  • Tuan, T. H., y Navrud, S., 2008. Capturing the benefits of preserving cultural heritage. Journal of cultural heritage, 9(3), 326-337.
  • Völckner, F., y Sattler, H., 2006. Drivers of brand extension success. Journal of marketing, 70(2), 18-34.
  • Völckner, F., Sattler, H., y Kaufmann, G., 2008. Image feedback effects of brand extensions: Evidence from a longitudinal field study. Marketing...
  • Wu, P. C., y Wang, Y. C., 2011. The influences of electronic word-ofmouth message appeal and message source credibility on brand attitude. Asia...
  • Xie, Y. H., 2008. Consumer innovativeness and consumer acceptance of brand extensions. Journal of Product & Brand Management, 17(4), 235-243.
  • Yeung, C. W., y Wyer Jr, R. S., 2005. Does loving a brand mean loving its products? The role of brand-elicited affect in brand extension evaluations. Journal...
  • Zaichkowsky, J. L., 1985. Measuring the involvement construct. Journal of consumer research, 12(3), 341-352.
  • Zaichkowsky, J. L., 1994. The personal involvement inventory: Reduction, revision, and application to advertising.  Journal of Advertising, 23(4),...
  • Zarantonello, L., y Schmitt, B. H., 2013. The impact of event marketing on brand equity: The mediating roles of brand experience and brand...
  • Zeithaml, V. A., Berry, L. L., y Parasuraman, A., 1996. The behavioral consequences of service quality. Journal of Marketing, 60(4), 31-46.
  • Zeugner-Roth, K. P., y Žabkar, V., 2015. Bridging the gap between country and destination image: Assessing common facets and their predictive...