6533b7d0fe1ef96bd125b559

RESEARCH PRODUCT

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

subject

description

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 product category of the brand is less sensitive to the consumption context.