Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two‐Process Contingency Model
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...
Paper Details
Title
Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two‐Process Contingency Model
Published Date
Jun 1, 2006
Journal
Volume
33
Issue
1
Pages
41 - 49
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