Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two‐Process Contingency Model

Mao, Huifang; Krishnan, Hari

doi:10.1086/504134

Cited by 77 publications

(59 citation statements)

References 29 publications

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“…Thus, the data provided support the existence of this source for the effect from the brand-toproduct similarity. These results concurred with the notion of brand concept consistency in prior literature (Broniarczyk & Alba, 1994;Mao & Krishnan, 2006;Park, Milberg, & Lawson, 1991).…”

Section: Resultssupporting

confidence: 91%

“…Future research can address these issues based on the findings of the present research. Finally, recent research (Mao & Krishnan, 2006) has related consumer evaluations of brand extensions to the categorization process. Future research may consider other theories of categorization as the basis for further developments in marketing.…”

Section: Further Discussion Limitations and Directions For Future mentioning

confidence: 99%

“…Because the basis of brand extension evaluation relies on the similarity between two product categories, it can be called productto-product similarity. The second was brand concept consistency, which argued that in addition to the product category similarity, the conceptual consistency between the brand name and the extension category was also a major factor determining consumers' brand extension evaluations (Broniarczyk & Alba, 1994;Mao & Krishnan, 2006;Park, Milberg, & Lawson, 1991). Because this line of research emphasized the importance of the relationship between specific brand associations and the extension products, the basis of the similarity for brand extension evaluations can be called the brand-to-product similarity.…”

Section: Consumer Evaluations Of Brand Extensionmentioning

confidence: 99%

“…brand extension evaluation is a categorization process in which the extension evaluation is determined by the perceived category overlap between the new extension and the core brand or product attributes (Felcher, Malaviya, & McGill, 2001;Mao & Krishnan, 2006). Among the research related to categorization, analogical reasoning recently has received attention from the consumer research community.…”

mentioning

confidence: 99%

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Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity

Shen

Bei

Chu

2010

Psychology & Marketing

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Utilizing the case-based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be improved by reminding consumers of a similar brand in the extension category. This effect is derived from a brand-to-brand similarity, in addition to the product-to-product and brand-to-product similarity identified in prior literature. Experiment 1 explores the idea that the effect of similar case reminders is most pronounced in moderately similar extensions than in highly similar or highly dissimilar extensions due to schema congruity. Experiments 2 and 3 distinguish the levels of similarity (i.e., product-to-product, brandto-product, and brand-to-brand similarity) as a source of consumers' evaluations on a brand extension and further eliminate an alternative explanation of instantaneous learning in the advertisement setup of Experiment 1.

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Section: Resultssupporting

confidence: 91%

Section: Further Discussion Limitations and Directions For Future mentioning

confidence: 99%

Section: Consumer Evaluations Of Brand Extensionmentioning

confidence: 99%

mentioning

confidence: 99%

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Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity

Shen

Bei

Chu

2010

Psychology & Marketing

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“…비즈니스 맥락에서 브랜드 가치(brand value)는 소비 자가 브랜드에 반응하여 형성된 브랜드 의미 또는 이미지 를 말하며, 브랜드 자산을 형성하는 하위 구성요소이다 (Keller, 2009;Kim et al, 2009;Raggio & Leone, 2009 (Keller, 2009;Milberg et al, 1997;Okonkwo, 2009;Salinas, & Perez, 2009 (Grime et al, 2002;Iyer et al, 2011;Park et al, 1991). 이러한 지각된 적합성은 많은 선행연구에서 모 브랜드 와 관련되며, 브랜드 확장의 긍정적 평가에 결정적인 선 행변수로 밝혀져 왔다 (Aaker & Keller, 1990;Mao & Krishnan, 2006;Reddy et al, 2009;Salinas & Pérez, 2009 (Kim et al, 2010;Kim et al, 2009;Kim et al, 2011). 따라서, 다음과 같은 가설을 설정하였다.…”

Section: And åSberg 2010)unclassified

Perceived Fit and Brand Value Transfer in Luxury Fashion Brand Extension

Kim¹,

Park²

2012

Korean Journal of Human Ecology

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The purpose of this study was to examine the effects of perceived fit and brand transfer on extension evaluation in luxury fashion brands. The instrument for this research was a self-administered questionnaire based on a previously developed scale. The variables addressed in this scale included perceived fit, brand value for both parent brand (clothing) and extension brand (home line), extension brand association, and purchase intention of the product in extension brands. The participants in this research comprised of 215 female consumers between the ages of 19 and 51 demographically distributed nationwide. Data were analyzed by descriptive statistics, paired t-test, factor analysis, and regression analysis via SPSS 12.0. Findings showed that brand value consisted of two factors: cognitive and hedonic value in luxury fashion brands. Parent brand value was significantly related to perceived fit with a positive effect on brand association and hedonic value in extension brands. With respect to brand transfer, cognitive value of the parent brand increased the extension brand's cognitive value, while hedonic value of the parent brand increased the extension brand's hedonic value. In addition, purchase intention of the product in the extension brands was determined by the perceived fit and hedonic value of extension brands. This study also discusses the managerial implications for marketers in developing effective luxury brand extensions into new product categories, which leads to a synergy effect in building brand equity in the luxury fashion market.

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Consumer Memory Processes

Mercurio¹,

Forehand²

2010

Wiley International Encyclopedia of Marketing

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Consumer memory refers to the processes that allow us to record and later retrieve experiences and information related to products, services, and consumption experiences. Consumer memory can be represented as an associative network or a massive network of associated ideas and concepts. When learning about brands, the strength of association between the brand node and other nodes will depend on how often the brand node is linked to the category with which it holds membership. Retrieval in associative networks occurs through a spreading activation process where the activation of a single node spreads to the nearby nodes. Retrieval cues are thought to improve target item recollection if the cues activate network nodes that are linked to the desired information. We examine a variety of marketing controlled factors or categories at the time of encoding and retrieval that influence memory performance.

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Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two‐Process Contingency Model

Cited by 77 publications

References 29 publications

Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity

Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity

Perceived Fit and Brand Value Transfer in Luxury Fashion Brand Extension

Consumer Memory Processes

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