New York University Perceived Fit and Purchase Intention Discussion
ANSWER
Resource-based fit refers to the alignment between the resources, assets, and capabilities of the parent brand and the sub-brand in a brand upward extension strategy. In simpler terms, it assesses how well the parent brand’s existing resources can support the new sub-brand. This fit can be influenced by factors such as brand reputation, manufacturing facilities, and distribution networks.
The concept of resource-based fit is critical in understanding consumers’ purchase intentions in brand upward extension strategies. When consumers perceive a strong resource-based fit between the parent brand and the sub-brand, it signals to them that the new product or extension is backed by the same resources and capabilities that made the parent brand successful. As a result, consumers are more likely to have higher purchase intentions.
Hypothesis 1 (H1) suggests that as the resource-based fit between the parent brand and the sub-brand increases, consumers’ purchase intentions also increase. This hypothesis is supported by several studies in the field of brand extension. Consumers tend to trust and prefer products or extensions from brands that have a strong foundation in terms of resources and capabilities because they believe these products are more likely to meet their expectations and deliver quality.
For example, if a well-known electronics company extends its brand to produce household appliances, consumers may have higher purchase intentions for these appliances because they associate the brand with cutting-edge technology and quality manufacturing processes. The perceived resource-based fit assures consumers that the new products will maintain the same level of excellence they expect from the parent brand.
In summary, resource-based fit plays a significant role in consumers’ purchase intentions during brand upward extension strategies. When consumers perceive a strong alignment between the resources of the parent brand and the sub-brand, they are more likely to express higher purchase intentions, supporting Hypothesis 1. This fit instills confidence in consumers and reinforces their belief in the quality and reliability of the new brand extension.
QUESTION
Description
1. Perceived fit and purchase intention toward brand upward extensions
400-word literature review: How does perceived fit affect consumers’ purchase intentions in brand upward extension strategies? Please write around four factors: Resource-based fit, Function-based fit, Usage-occasion-based fit and Feature-based fit.
1 Resource-based fit
200-word literature review: A brief description of the ‘Resource-based fit’ including the definition. Explain how Resource-based fit affect consumers’ purchase intentions in brand upward extension strategies? The content of your literature review needs to be able to relate to hypothesis 1.
H1: In the brand upward extension strategy, the higher the resource-based fit between parent brand and sub-brand, the higher the purchase intention of consumers.
1.2 Function-based fit
200-word literature review: A brief description of the ‘Function-based fit’ including the definition. Explain how Function-based fit affect consumers’ purchase intentions in brand upward extension strategies? The content of your literature review needs to be able to relate to hypothesis 2.
H2: In the brand upward extension strategy, the higher the function-based fit between parent brand and sub-brand, the higher the purchase intention of consumers.
1.3 Usage-occasion-based fit
200-word literature review: A brief description of the ‘Usage-occasion-based fit’ including the definition. Explain how Usage-occasion-based fit affect consumers’ purchase intentions in brand upward extension strategies? The content of your literature review needs to be able to relate to hypothesis 3.
H3: In the brand upward extension strategy, the higher the usage-occasion-based fit between parent brand and sub-brand, the higher the purchase intention of consumers.
1.4 Feature-based fit
200-word literature review: A brief description of the ‘Feature-based fit’ including the definition. Explain how Feature-based fit affect consumers’ purchase intentions in brand upward extension strategies? The content of your literature review needs to be able to relate to hypothesis 4.
H4: In the brand upward extension strategy, the higher the feature-based fit between parent brand and sub-brand, the higher the purchase intention of consumers.
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