Product Fit and Consumer Attitude Toward Brand Extensions: The Moderating Role of Product Involvement

Author(s)

Herbert V. Brotspies, Nova Southeastern UniversityFollow
Innocent Nkwocha
William C. Johnson
Yeqing Bao

Document Type

Article

Publication Title

Journal of Marketing Theory and Practice

ISSN

1069-6679

Publication Date

2005

Abstract/Excerpt

It is proposed that product involvement provides a situational motivation for consumers to discount the importance of product fit in brand extension evaluations. An experimental study with multiple brand extensions was conducted to test this hypothesis. It is found that the hypothesis holds in the case of complementarity between parent brand and extension product. A personality variable, need for cognition (NFC) is further applied to test the underlying principle and results support the argument.

DOI

https://doi.org/10.1080/10696679.2005.11658549

Volume

13

Issue

3

First Page

49

Last Page

61

NSUWorks Citation

Brotspies, Herbert V.; Nkwocha, Innocent; Johnson, William C.; and Bao, Yeqing, "Product Fit and Consumer Attitude Toward Brand Extensions: The Moderating Role of Product Involvement" (2005). HCBE Faculty Articles. 664.
https://nsuworks.nova.edu/hcbe_facarticles/664