Brand Extensions and Consumer Fit: Prototype Or Exemplar

More than 80% of new products are brand extensions; the majority of them fail in the marketplace. In a series of experiments, we find that by increasing the match between the extension type (prototype or exemplar) and audience characteristic (independent versus interdependent self-construal), a firm can bolster its extension’s success.


Pronobesh Banerjee, Ze Wang, Sanjay Mishra, and Surendra Singh (2013) ,"Brand Extensions and Consumer Fit: Prototype Or Exemplar ", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 345-345.


Pronobesh Banerjee, Winston Salem State University, North Carolina, USA
Ze Wang, University of Central Florida, USA
Sanjay Mishra, University of Kansas, USA
Surendra Singh, University of Kansas, USA


E - European Advances in Consumer Research Volume 10 | 2013

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