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

Abstract

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.

The spillover effect of downward line extensions on U.S. consumers’ evaluation of a French luxury parent brand: The role of branding strategies, authenticity, and fit

“…In terms of extension fit , a good number of studies addressing consumers’ reactions to brand/line extensions have examined the rapport between parent brands and extensions using the notion of fit (Bottomley & Holden, ; Völckner & Sattler, ). An extension's fit with the parent brand is considered a determining factor in brand extension success (Aaker & Keller, ; Huang et al., ; Lau & Phau, ; Shen et al., ). Brand/line extension fit is defined as the perceived similarity and relevance of parent brand associations (i.e., attributes or benefits) for the extension category (Aaker & Keller, ; Bottomley & Holden, ; Boush & Loken, ; Broniarczyk & Alba, ; Völckner & Sattler, ).…”

“…Another important factor is the fit of the extension which has been long suggested to be key in assessing extensions (Aaker & Keller, ; Bottomley & Holden, ; Huang, Yanli, & Wyer, ; Lau & Phau, ; Shen, Bei, & Chu, ). The current study brings a novel view of authenticity and fit as it investigates these two factors from a branding strategies, vertical extension, and spillover effect point‐of‐view in a luxury context.…”

What if something unexpected happens to my brand? Spillover effects from positive and negative events in a co‐branding partnership

“…For example, there are mixed findings concerning the similarity of two alliance parties, leading to perceived fit or congruence (e.g. Chen, Chang, Besherat, & Baack, 2013;Lafferty, 2009;Shen, Bei, & Chu, 2011;Smith, 1998;Van der Lans, Van den Bergh, & Dieleman, 2014;Walchli, 2007).…”

Big Data in Organizations and the Role of Human Resource Management

“…There is a hypothetical case about an Apple car by Shen et al (2011), where they discuss a potential extension into the automobile sector. Today, there is still no official information regarding an Apple car, but many people (e.g.…”