Understanding the Role of Brand Personality Fit and the Moderating Effect of Self-Connection in Brand Extension Evaluations

Zhuohao Chen, University of Warwick, UK
Zhi Lu, Fudan University, China
This research is to explicate why some brands with strong brand personality are easier to extend to dissimilar categories. Such brand extensions serve for the specific group of consumers who have perception of brand personality fit, which is supposed to be a dimension of perceived fit and is accessible when the individual is emotionally connected to the brand. Preliminary empirical results reveal the significant relationship between brand personality fit and consumer brand extension evaluations as well as the moderating effect of self-connection upon this relationship.
[ to cite ]:
Zhuohao Chen and Zhi Lu (2010) ,"Understanding the Role of Brand Personality Fit and the Moderating Effect of Self-Connection in Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 778-779 .