2-L: Decomposing Consumer Evaluations of Brand Extensions: Market-Based Congruity Versus Engineering-Based Congruity

Qian (Claire) Deng, University of Alberta, Canada
Paul Messinger, University of Alberta, Canada
For brand extensions, we identify two fundamental and robust dimensions of congruity: market-based congruity (including target-market, image, usage-occasion fit scale items) and engineering-based congruity (including feature, function, resource fit). We further find that market-based congruity has a much larger effect on consumers’ overall evaluation of brand extensions than engineering-based congruity.
[ to cite ]:
Qian (Claire) Deng and Paul Messinger (2017) ,"2-L: Decomposing Consumer Evaluations of Brand Extensions: Market-Based Congruity Versus Engineering-Based Congruity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1024-1024.