Lei et al. (2008): Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects
15 important questions on Lei et al. (2008): Negative Spillover in Brand Portfolios: Exploring the Antecedents of Asymmetric Effects
What are the objectives for the paper by Lei et al. (2008)?
- Examine the impact of both the strength and the directionality of associations on spillover
- The antecedents of associations symmetry.
Which two theories (regarding cognitive brand networks) are important in the paper by Lei et al. (2008) and what do they entail?
- Categorization theory
- A hierarchical structure on consumers’ cognitive representation and emphasizes on a brand’s graded product category membership (its typicality) according to semantic feature similarities
- Associative network theory
- Provides general representation that captures the many types of relatedness that can occur between brands in a portfolio
Which two theories (regarding cognitive brand networks) are important in the paper by Lei et al. (2008) and what do they entail?
- Categorization theory
- A hierarchical structure on consumers’ cognitive representation and emphasizes on a brand’s graded product category membership (its typicality) according to semantic feature similarities
- Associative network theory
- Provides general representation that captures the many types of relatedness that can occur between brands in a portfolio
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What states the associative network theory with regards to the spillover effect?
Spillover effects in a brand network can be viewed as the combination of two consecutive processes. Which ones?
- The retrieval of related nodes
- A brand node is primed and activated by external information, this activation spreads to related brand nodes through associative network linkages
- Their updating
- Happens when consumers are exposed to valanced messages, and the extent of updating depends on message memory and the amount of elaboration triggered by the message
Spillover effects in a brand network can be viewed as the combination of two consecutive processes. Which ones?
- The retrieval of related nodes
- A brand node is primed and activated by external information, this activation spreads to related brand nodes through associative network linkages
- Their updating
- Happens when consumers are exposed to valanced messages, and the extent of updating depends on message memory and the amount of elaboration triggered by the message
(Strong or weak)...associations between brands render the information at the origin brand more salient and relevant at the destination node, and therefor a greater extent of updating in the destination node may be expected?
What is a measure of the spillover effect?
- Resultant updating of destination node provides a measure of spillover effect
- The magnitude of spillover is a function of strength of association
(Strong or weak)...associations between brands render the information at the origin brand more salient and relevant at the destination node, and therefor a greater extent of updating in the destination node may be expected?
Which two hypothesis are tested in Experiment 1?
- H1: Spillover from subbrand to parent brand is a function of the sub-brand parent link strength rather than the parent brand subbrand link strength.
- H2: Spillover between subbrands is a function of the directional strength of assocaitons between subbrands. In particular:
- a. The spillover between subbrand A and B is asymmetric when the strength association between A and B is asymmetric, and
- b. Negative information at subbrand A has greater spillover on subbrand B than on subbrand C when the A-B association is stronger than the A-C association
Were the the hypothesis tested in Experiment 2 supported or not?
Were the hypothesis tested in Experiment 1 supported or not? And what are the mian results of Experiment 1?
- Associations between brands can be asymmetric (Racket-Magnum, Cornetto-Magnum) or symmetric (Racket-Cornetto)
- Asymmetric associations lead to asymmetric spillover effects.
Brand-building activities usually focus on.....?
Brand leveraging activities depend mainly on....?
- Brand-building activities usually focus on building and strengthening the directional association from the brand to associates, such as product category, product attributes and usage situations
- Brand-leveraging activities depend mainly on the directional associations from these other associations to the brand.
What are the two main conclusions of the paper by Lei et al. (2008)?
- Magnitude of spillover between brands is a function of not only the strength of brand associations but also their directionality
- The directional strength of association is influenced by the number and salience of associations linked to each brand
Action of differentiation may also prime the harmed brand further. Associative network theory and the contrast model make divergent predictions. What are there predictions?
- Contrast model
- Suggests that the perception of similarity between brands increases with the measure of common features and decreases with the measure of distinctive features
- Associative network theory
- Suggests that the activation of a destination mode depends not only on the number of links emanating from the origin node but also on the strength of activation of the origin node.
- Strength of activation may vary as a function of the salience of brand priming, and in turn brans salience may be heightened when an association of the origin brand is primed
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