Thicker Than Water: the Influence of Familism on Consumer Response to Brand Extensions

Maria A. Rodas, University of Minnesota, USA
Michael J. Barone, University of Louisville, USA
Carlos J. Torelli, University of Illinois at Urbana-Champaign, USA
We find evidence in three studies that familism (either chronic or primed) can improve consumers’ evaluations of brand extensions by increasing perceptions of the extensions fit with the parent brand. We theorize that this is the case because familism makes the family schema more accessible, which activates associations of relatedness.
[ to cite ]:
Maria A. Rodas, Michael J. Barone, and Carlos J. Torelli (2017) ,"Thicker Than Water: the Influence of Familism on Consumer Response to Brand Extensions", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 851-851.