HCBE Faculty Articles

Title

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

Document Type

Article

Date

2005

Publication Title

Journal of Marketing Theory and Practice

ISSN or ISBN

1069-6679

Volume

13

Issue

3

First Page

49

Last Page

61

Description

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

This document is currently not available here.

Peer Reviewed

Find in your library

Share

COinS