Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
Media brand extension of tech conglomerates: The roles of parent brand loyalty, portfolio quality, perceived fit and feedback effects
Journal of Brand Strategy,
13
(1),
84-106
(2024)
Abstract
Tech conglomerates have launched many extension brands to enter the streaming media market. This paper analyses a study which examined the factors that affect these brand extensions from the perspectives of consumer attitude and perceptions. A total of 1,404 participants who reported having used parent brands were recruited for the study and were included in the final sample. Five hypotheses were tested using structural equation modelling analysis. Loyalty to the parent brand, variance in brand portfolio quality and perceived fit significantly influenced attitudes towards brand extensions. In addition, perceived fit and attitudes towards brand extensions positively reinforced consumer attitudes towards the parent brand. Finally, no difference was found with reference to the aforementioned factors when the more established streaming extensions were compared with the newer extensions of tech conglomerates. A unique aspect of the study is the structural validation of brand extensions by tech conglomerates. Further, the results of the study support the understanding of the importance of feedback effects and perceived fit in the brand area of tech conglomerates.
Keywords: media brand extension; tech conglomerates; brand loyalty; feedback effects
The full article is available to subscribers to the journal.
Author's Biography
Hun Kim is Assistant Professor of the Department of Media & Social Informatics at Hanyang University ERICA. His areas of expertise include the media industry and video content production. He was also active as a senior researcher at the Global Convergence Content Research Institute of Sungkyunkwan University. Hun Kim has produced an episode titled Mongdal from the horror drama series Folklore Season 1, which was planned by HBO Asia. He has directed feature films such as All About My Father, which was selected for the 14th Bucheon International Fantastic Film Festival, The Cemetery of Sisters for the 28th Yubari International Fantastic Film Festival, in Japan, and Her Family Has No Problem for the 19th Jeonju International Film Festival. He has also published research papers in journals both domestically and internationally, such as the International Journal of Mobile Communications, Journalism and Mass Communication Quarterly, Journal of Distribution Science and Korean Journal of Broadcasting and Telecommunication Studies.
Byeng-Hee Chang is a full professor in the Department of Journalism and Mass Communication at Sungkyunkwan University, Korea. He received a PhD degree from the department of telecommunication at University of Florida, in 2005. His research interests include media management, media economics, content usage behaviour and content marketing.
Sang-Hyun Nam is manager at Korea Foundation for International Culture Exchange, Republic of Korea. His research interests include social media, mobile communication, media economics and media management.
Shin-Hye Kwon is a doctoral student in the Department of Journalism and Mass Communication at Sungkyunkwan University, Korea. Her research focuses on content usage behaviour and media marketing.
Sylvia M. Chan-Olmsted Sylvia, M. Chan-Olmsted is the Director of Media Consumer Research in the College of Journalism and Communications at the University of Florida. A professor of Media Management, Dr Chan-Olmsted’s research expertise includes emerging media consumption, brand and media engagement, brand trust and AI applications in media and marketing communications. A prolific scholar, her current studies involve media brand trust measurement, machine learning applications for messaging purposes and sustainability issues in media management contexts. Dr Chan-Olmsted has conducted consumer research for Meta, Google, Adidas, U.S. National Association of Broadcasters, the Cable Center, Nielsen, Huffington Post (Germany), Bertelsmann (Gruner + Jahr), Association of Top German Sport Sponsors (S20 group) and various industry partners globally. A recipient of over 50 national and international research awards and author of hundreds of publications, Dr Chan-Olmsted served as the Research Association Dean in the College of Journalism and Communications for six years. She was a visiting professor at the Institute of Mass Communication and Media Research at the University of Zurich in Switzerland and currently holds the Al and Effie Flanagan Professorship at the University of Florida.
