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

    Authors

    H. F. Mao;H. S. Krishnan

    Comments

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    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

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