Construal and Categorization: Impacts of Psychological Distance on Brand Extensions

Fang-Chi Lu, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
We propose psychological distance influences acceptance of brand extensions. Studies showed psychologically distant brand extensions were evaluated more positively than the near ones, especially when the extensions were less consistent with the associated brands. More importantly, this psychological distance effect was mediated by the perceived fit of extensions.
[ to cite ]:
Fang-Chi Lu and Dhananjay Nayakankuppam (2011) ,"Construal and Categorization: Impacts of Psychological Distance on Brand Extensions", 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.