The Importance of the Brand in Brand Extension
Open Access
- 1 May 1994
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 31 (2), 214-228
- https://doi.org/10.1177/002224379403100206
Abstract
Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, surprisingly little attention has been paid to other associations specific to the brand itself. The authors perform three experiments to explore the relative importance of these associations. The experiments reveal that brand-specific associations may dominate the effects of brand affect and category similarity, particularly when consumer knowledge of the brands is high. The authors conclude by discussing the implications of these findings for managerial decision making and the process by which consumers evaluate brand extensions.Keywords
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