Brand Extension: The Moderating Role of the Category to which the Extension Belongs to Be Added

2008

This article examines an evaluation of brand extension from a consumption perspective. In this perspective, the most relevant entity becomes the product, and the choice vector becomes the consumption context. In an experimental design applied to foodstuff, this article reports a study that manipulates the brand range. The study confirms the importance of the consumption context to evaluate brand extension. Also, the results show that the effects of the context fit and the typicality are more significant when the various products of the brand are sensitive to the consumption context. On the other hand, the effects of the association fit and typicality are also more significant when the produ…

Brand Extension From a Consumption Perspective : The Moderation of the Heterogeneity of the Belonging Category of the Extension

2007

International audience

Brand extension : The moderating role of the brand range in a consumption perspective.

2007