The Advantage of Low-Fit Brand Extensions: Addressing the Paradox of Exclusive Brands

We examine high-fit versus low-fit downward brand extensions in the domain of luxury and symbolic brands. Adding a novel brand membership perspective, we demonstrate that low-fit extensions can reinforce, rather than dilute, the brand image because these extensions do not allow their users to claim membership into the brand community.


Silvia Bellezza and Anat Keinan (2015) ,"The Advantage of Low-Fit Brand Extensions: Addressing the Paradox of Exclusive Brands", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 95-99.


Silvia Bellezza, Columbia Business School, USA
Anat Keinan, Harvard Business School, USA


NA - Advances in Consumer Research Volume 43 | 2015

Share Proceeding

Featured papers

See More


Data... the 'Hard' & 'Soft' of it: Impact of Embodied Metaphors on Attitude Strength

Sunaina Shrivastava, University of Iowa, USA
Gaurav Jain, Rensselaer Polytechnic Institute
JaeHwan Kwon, Baylor University
Dhananjay Nayakankuppam, University of Iowa, USA

Read More


Non-normative influence of self-decided prices on product-related inferences

Sudipta Mukherjee, Virginia Tech, USA
Mario Pandelaere, Virginia Tech, USA

Read More


F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, 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.