Consumer attitude toward brand extensions: An Integrative Model and Research Propositions

Sandor Czellar ()
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Sandor Czellar: CUI - Centre Universitaire d'Informatique - UNIGE - Université de Genève = University of Geneva

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Abstract: The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are (1) the perception of fit, (2) the formation of primary attitudes toward the extension, (3) the link between extension attitude and marketplace behaviour and (4) the reciprocal effect of brand extension attitude on parent brand/extension category attitude. Moderator and control variables of these processes are identified and classified into three groups: (1) consumer characteristics, (2) marketer-controlled factors and (3) external factors. This integrative model leads to the identification of missing links and variables in past research, resulting in a propositional inventory for future studies. The paper ends with a reflection on the long-term perspectives of scientific inquiry on brand extensions.

Keywords: Brand extensions; Consumer attitudes; Brand associations; Brand affect; Cognitive psychology (search for similar items in EconPapers)
Date: 2003-03-01
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Citations: View citations in EconPapers (53)

Published in International Journal of Research in Marketing, 2003, Vol.20, n°1, pp.97-115. ⟨10.1016/S0167-8116(02)00124-6⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-00480357

DOI: 10.1016/S0167-8116(02)00124-6

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