Journal
JOURNAL OF BUSINESS RESEARCH
Volume 67, Issue 8, Pages 1589-1594Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.jbusres.2013.10.002
Keywords
Brand extensions; Extension category characteristics; Attitudes; Consumer behavior
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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. (C) 2013 Elsevier Inc. All rights reserved.
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