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



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