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http://dx.doi.org/10.12940/jfb.2018.22.3.1

Antecedents of Intent to Purchase a Brand Extension -A University-Licensed Merchandise Case-  

Lee, Jaeha (Dept. of Apparel, Design and Hospitality Management, North Dakota State University)
Park, Kwangsoo (Dept. of Apparel, Design and Hospitality Management, North Dakota State University)
Publication Information
Journal of Fashion Business / v.22, no.3, 2018 , pp. 1-15 More about this Journal
Abstract
The purpose of this study is to address marketing strategies for the brand extension of university-licensed merchandise by investigating influences on intent to purchase a new university-licensed merchandise line, tartan. A survey questionnaire was developed and administered online to the major target market for university-licensed merchandise. Four hundred and fifty students and alumni from a US Midwestern university completed the survey. Respondents were asked to answer questions on university identification, perceived university prestige, perceived value of the university-licensed merchandise, intent to purchase a brand extension in university-licensed merchandise, and demographics. It was hypothesized that university identification (H1) and perceived university prestige (H2) are positively related to the perceived value of the university-licensed merchandise and that perceived value of the university-licensed merchandise is positively related to intent to purchase a brand extension in university-licensed merchandise (H3). The difference between students and alumni was also tested. Consumers with high university identification and high perceived university prestige highly valued the university-licensed merchandise. Consumers who perceived a high value of the current university-licensed merchandise displayed a strong intent to purchase a brand extension in university-licensed merchandise. There was no structural difference between the two groups. The study builds on existing research on the influences of attitudes toward the university and university-licensed merchandise on purchasing university-licensed merchandise, specifically investigating intent to purchase a brand extension in university-licensed merchandise. This study also extends previous brand-extension research into university-licensed merchandise.
Keywords
brand extension; new product; licensed merchandise; university branding; intent to purchase;
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