By Brand Or By Category? the Effect of Display Context in Evaluating Incongruent Brand Extensions

Xiaoying Zheng, Nankai University, China
Ernest Baskin, Saint Joseph's University, USA
Ravi Dhar, School of Management, Yale University, USA
Siqing Peng, Guanghua School of Management, Peking University,CHINA
Consumers often encounter and evaluate brand extensions in stores. Most research on evaluation of extensions does not take into account how products are displayed in retail environments. This paper demonstrates that the context in which brand extensions are displayed will influence consumers' evaluations.
[ to cite ]:
Xiaoying Zheng, Ernest Baskin, Ravi Dhar, and Siqing Peng (2015) ,"By Brand Or By Category? the Effect of Display Context in Evaluating Incongruent Brand Extensions", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 751-752.