HCBE Faculty Articles
Title
Product Fit and Consumer Attitude Toward Brand Extensions: The Moderating Role of Product Involvement
Document Type
Article
Publication Date
2005
Publication Title
Journal of Marketing Theory and Practice
ISSN or ISBN
1069-6679
Volume
13
Issue/Number
3
First Page
49
Last Page
61
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
10.1080/10696679.2005.11658549
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
