How does the congruity of brand names affect evaluations of brand name extensions?

Abstract

In 2 studies, the authors examined whether or not G. Handler's (1982) schema congruity theory would explain students' evaluations of new products purportedly introduced by companies with established brand names that were congruent, moderately incongruent, or extremely incongruent in relationship to the product. Consistent with this theory, results showed that products associated with moderately incongruent brand names were preferred over ones that were associated with either congruent or extremely incongruent brand names. Results suggest that this finding may be mediated by students' greater elaboration of the incongruent brand name and related information and by the process of resolving incongruity.

Sponsorship-Linked Marketing: Opening the Black Box

“…In summary, Mandler predicts an inverted U-shaped relationship between incongruity and valuations. His theoretical predictions have been supported in studies of the relationships between a product and a product category (Meyers-Levy and Tybout 1989) and between new brands and companies with existing brands (Meyers-Levy, Louie, and Curren 1994).…”

The impact of perceived corporate social responsibility on consumer behavior

“…Fit is important because it influences: (1) how much thought people give to a relationship (e.g., increased elaboration about the firm, the social initiative, and/or the relationship itself when perceived inconsistencies with prior expectations and information exist) (Forehand and Grier, 2003;Meyers-Levy and Tybout, 1989;Meyers-Levy, Louie, and Curren, 1994); (2) the specific types of thoughts generated (e.g., low fit generates negative thoughts and low fit itself is considered negative) (Forehand and Grier, 2003); and (3) evaluations of the two objects (Johar and Pham, 1999;Sen and Bhattacharya, 2001;Speed and Thompson, 2000).…”

Утицај Ангажовања Познатих Личности На Ефективност Оглашавања И Имиџ Бренда

“…Када се перципира да се информација/објекат уклапа у претходно дефинисане категоријске шеме, повољно се и оцењује на бази трансфера афекта. Иако се генерално показало да се подударни стимулуси много повољније оцењују, емпиријска истраживања сугеришу на то да се јака позитивна афективна реакција може изазвати и када постоји благ несклад између информација (Meyers-Levy et al 1994). Позитивни афект изазван реакцијом на сре дње не подударан стимулус може чак да буде јачи од афе кта до које г доводи потпуно подударан или потпуно неподударан стимулус.…”