Title

Effects of prototype and exemplar fit on brand extension evaluations: A two-process contingency model

Authors

Authors

H. F. Mao;H. S. Krishnan

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

J. Consum. Res.

Keywords

CONSUMER EVALUATIONS; COGNITION; JUDGMENT; Business

Abstract

The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model proposes two dimensions of fit (brand prototype fit and product exemplar fit) and two evaluative processes (top-down and parallel attitude transfer) that drive extension evaluations in different ways, depending on the level of cognitive resources. Three empirical studies found consistent support for the model.

Journal Title

Journal of Consumer Research

Volume

33

Issue/Number

1

Publication Date

1-1-2006

Document Type

Article

Language

English

First Page

41

Last Page

49

WOS Identifier

WOS:000238584600008

ISSN

0093-5301

Share

COinS