Category characteristics' effects on brand extension attitudes: A research note

Leif Egil Hem, Nina Marianne Iversen and Lars Erling Olsen

Journal of Business Research, 2014, vol. 67, issue 8, 1589-1594

Abstract: Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived fit between the brand extension and the extension category. This exploratory paper contributes by describing two studies of how the following four extension category characteristics affect consumers' attitudes towards brand extensions: (1) the awareness set size; (2) the perceived similarity among existing brands; (3) the perceived category familiarity; and (4) overall category attitudes. Results from two studies suggest that consumers evaluate brand extensions more favorably when the awareness set size is small or when their attitude towards the extension category is favorable. Consequently, brand managers must analyze the extension category carefully when developing brand extensions.

Keywords: Brand extensions; Extension category characteristics; Attitudes; Consumer behavior (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:8:p:1589-1594

DOI: 10.1016/j.jbusres.2013.10.002

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