Opportunity Or Challenge? the Impact of Exposure to Similar Extensions on the Extensions of Late Movers

Hakkyun Kim, Concordia University, Canada
Sharon Ng, Nanyang Technological University, Singapore
This research examines consumers’ utilization of their knowledge concerning prior brand extensions when generating extension evaluations toward similar new product ideas from other follower brands. The results of two experiments suggest that consumers tend to generate more favorable extension evaluations when a prior successful versus failure example is available from another similar firm, beyond the assumed-to-be-dominant role of perceived fit.
[ to cite ]:
Hakkyun Kim and Sharon Ng (2011) ,"Opportunity Or Challenge? the Impact of Exposure to Similar Extensions on the Extensions of Late Movers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.