Prototype Or Exemplar? Effects of Self Construal on Brand Extension Evaluation in a Multi-Product Brand Context

Pronobesh Banerjee, University of Kansas, USA
Ze Wang, University of Kansas, USA
Sanjay Mishra, University of Kansas, USA
Surendra N. Singh, University of Kansas, USA
A brand could extend based on prototype fit (congruency with the beliefs associated with the brand) and/or exemplar fit (similarity with the existing product of a brand). Based on extant research on self-construal, we observe and predict that consumers with different self-construal (interdependence vs. independence) vary in their evaluation of different types of brand extensions. We also see how consumers’ self-construal moderates the dilution effect of extension failure and the enhancement effect on its success. In a series of three studies, this research sheds light on how to leverage consumers’ self-construal in launching a multi-product brand extension.
[ to cite ]:
Pronobesh Banerjee, Ze Wang, Sanjay Mishra, and Surendra N. Singh (2010) ,"Prototype Or Exemplar? Effects of Self Construal on Brand Extension Evaluation in a Multi-Product Brand Context ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 755-757 .