Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit

Volume: 18, Issue: 2, Pages: 116 - 126
Published: Apr 1, 2008
Abstract
One of the most enduring findings from branding research is that consumers evaluate brand extensions on the basis of their perceived fit with the parent brand. In this article, we propose that the importance of perceived fit in extension evaluations is moderated by construal level. We draw upon construal level theory, which posits that individuals can construe stimuli in their environments in terms of abstract and generalized features...
Paper Details
Title
Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit
Published Date
Apr 1, 2008
Volume
18
Issue
2
Pages
116 - 126
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