Decision Support Systems - Special issue on economics of electronic commerce
Bundling Information Goods: Pricing, Profits, and Efficiency
Management Science
Branding @ the Digital Age
Trust Transfer on the World Wide Web
Organization Science
Bundling and Competition on the Internet
Marketing Science
Adoption of internet banking: an empirical study in Hong Kong
Decision Support Systems
Reconceptualizing System Usage: An Approach and Empirical Test
Information Systems Research
Two-Sided Network Effects: A Theory of Information Product Design
Management Science
International Journal of Human-Computer Studies
How Hypertext Links Influence Consumer Perceptions to Build and Degrade Trust Online
Journal of Management Information Systems
Affect and acceptance: Examining the effects of positive mood on the technology acceptance model
Decision Support Systems
Online information product design: The influence of product integration on brand extension
Decision Support Systems
Simulation of cross-border competitions of free Internet content providers
Computers in Industry
Brand Presence in Digital Space
Journal of Electronic Commerce in Organizations
An empirical investigation of mobile services' cross-category promotions
International Journal of Mobile Communications
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Brand extension has been a subject of increasing interest and scholarly investigation for researchers in over a decade; however, little research has been directed toward understanding brand extension in the online context. The current study examines brand extension of online products and tries to find the key factors that determine the popularity of extended products in the online channels. Drawing upon the categorization theory, we propose a research model and validate it in the context of a search engine's brand extension to a virtual community service and an online news service. The findings indicate that perceived quality of a parent brand can be transferred to its extensions. Moreover, the perceived fit between the parent brand and a new product positively influences perceived quality of the extension. This study also finds that, in the online environment, the perceived tie between the existing product and the extension positively influences perceived quality of the extension. This research advances our understanding of the usage behavior between technology products sharing the same brand and provides insights into the marketing promotion strategies for IT products in electronic markets.