Brand Extension Evaluations: Effects of Affective Commitment, Involvement, Price Consciousness and Preference For Bundling in the Extension Category

Havard Hansen, Norwegian School of Management
Leif E. Hem, Norwegian School of Economics and Business Administration
ABSTRACT - Recent brand extension research has mainly focused on the judgmental effects of similarity between the established brand and the brand extension. This paper extends this research by investigating the effects of characteristics in the extension category. The results suggest that (a) affective commitment towards the incumbent brand in the extension category is negatively related to the intention to purchase the extension, and (b) involvement with the entry category increases purchase intention. Furthermore, price consciousness has a positive effect on preference for product bundling, while similarity and preference for bundling positively influences the intention to buy a brand extension. The results underscore the importance of extension category characteristics for consumer evaluation of extensions.
[ to cite ]:
Havard Hansen and Leif E. Hem (2004) ,"Brand Extension Evaluations: Effects of Affective Commitment, Involvement, Price Consciousness and Preference For Bundling in the Extension Category", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 375-381.