The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation

Why are some brands more elastic than others? Prior research shows that consumers are more accepting of extensions into distant product categories for brands with prestige concepts (Rolex) versus functional concepts (Timex). We examine consumers’ style of thinking—analytic versus holistic thinking—to better understand the elasticity of prestige versus functional brands. For functional brands, we find that holistic thinkers provide more favorable responses to distant extensions than do analytic thinkers; however, for prestige brands, holistic and analytic thinkers respond equally favorably. Thus, analytic thinkers are identified as the roadblock for functional brands extending to distant product categories. We find that using a sub-brand (vs. a direct brand) and matching extension information with the consumer’s style of thinking increases the acceptability of brand extensions.


Alokparna B. Monga and Deborah R. John (2011) ,"The Influence of Brand Concept and Styles of Thinking on Brand Extension Evaluation", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 437.


Alokparna B. Monga, University of South Carolina, USA
Deborah R. John, University of Minnesota, USA


E - European Advances in Consumer Research Volume 9 | 2011

Share Proceeding

Featured papers

See More


Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns

Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid

Read More


Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More


Unintended Customer Consequences of Corporate Lobbying

Gautham Vadakkepatt, George Mason University
Kelly Martin, Colorado State University
Neeru Paharia, Georgetown University, USA
Sandeep Arora, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.