How Far Can a Brand Stretch? Understanding the Role of Self-Construal
Abstract
A brand's stretchability is an important avenue for growth and new product introductions. This research examines the role of an individual-difference variable (self-construal) in enhancing a brand's stretchability potential. It is postulated that an interdependent self-construal leads to a superior ability to uncover relationships among stimuli (e.g., an extension and its parent brand) and thus is likely to enhance the perceived fit of an...
Paper Details
Title
How Far Can a Brand Stretch? Understanding the Role of Self-Construal
Published Date
Jun 1, 2008
Volume
45
Issue
3
Pages
337 - 350
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