The Context (In)Dependence of Brand Extension Feedback Effects

Consumers who consider brand extensions in terms of attributes evaluate the parent brand based on extension-fit, while consumers who think in terms of benefits are less likely to rely on extension-fit. Consumers’ context-dependence is implicated as an important factor that determines whether individuals think in attribute or benefit terms.


Pragya Mathur and Durairaj Maheswaran (2013) ,"The Context (In)Dependence of Brand Extension Feedback Effects", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 279-280.


Pragya Mathur, Baruch College, USA
Durairaj Maheswaran, New York University, USA


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Shopping for Freedom: Moroccan Women's Experience in Supermarkets

Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration

Read More


G10. The Effects of self-construal on evaluations of brand logo colors

Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA

Read More


Understanding Trust Formation in Peer-to-peer Social Commerce

Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA

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.