By-Brand Or By-Category? the Effect of Display Context in Evaluating Incongruent Brand Extensions

A robust finding in brand extension literature is that fit determines the success of brand extensions. This paper demonstrates that the relative emphasis on fit in brand extension evaluation is malleable and susceptible to the context where the extension product is displayed.



Citation:

Xiaoying Zheng, Ernest Baskin, Ravi Dhar, and Siqing Peng (2015) ,"By-Brand Or By-Category? the Effect of Display Context in Evaluating Incongruent Brand Extensions", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 304-305.

Authors

Xiaoying Zheng, Guanghua School of Management, Peking University, China
Ernest Baskin, School of Management, Yale University, USA
Ravi Dhar, School of Management, Yale University, USA
Siqing Peng, Guanghua School of Management, Peking University, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

The Price of a Threat: How Social Identity Threat Influences Price Sensitivity

Jorge Rodrigues JACOB, Brazilian School of Public and Business Administration, Brazil
Yan Vieites, Brazilian School of Public and Business Administration, Brazil
Eduardo B. Andrade, FGV / EBAPE
Rafael Burstein Goldszmidt, Brazilian School of Public and Business Administration, Brazil

Read More

Featured

P5. Can(Can’t) Control, thus Try to Save (Earn): The Joint Effect of Perceived Control and Financial Deprivation on Financial Decisions

Min Jung Kim, Manhattan College

Read More

Featured

When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?

Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, 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.