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.



Citation:

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.

Authors

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



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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