Contextual Influences on Consumers’ Evaluation of Brand Extensions: a Quasi-Experimental Field Study

ABSTRACT - This article examines the role of alternative variance, retrieval set size and attitudes towards extension category in consumers’ judgment of brand extensions. A set of theory driven hypotheses are tested in a quasi-experimental field study including three established brands extended into a total of 9 new product categories. All three variables were found to be related to consumers’ evaluations of the proposed brand extensions in the direction suggested by the hypotheses. Although the effect sizes for alternative variance and retrieval set size are modest, the results underscore the importance of considering other contextual dimensions than brand-category fit for understanding consumers’ evaluations of brand extensions.



Citation:

Rune Lines, Leif E. Hem, and Kjell Gronhaug (2001) ,"Contextual Influences on Consumers’ Evaluation of Brand Extensions: a Quasi-Experimental Field Study", in E - European Advances in Consumer Research Volume 5, eds. Andrea Groeppel-Klien and Frank-Rudolf Esch, Provo, UT : Association for Consumer Research, Pages: 23.

European Advances in Consumer Research Volume 5, 2001      Page 23

CONTEXTUAL INFLUENCES ON CONSUMERS’ EVALUATION OF BRAND EXTENSIONS: A QUASI-EXPERIMENTAL FIELD STUDY

Rune Lines, Norwegian School of Economics and Business Administration, Norway

Leif E. Hem, Foundation for Research in Economics and Business Administration, Norway

Kjell Gronhaug, Norwegian School of Economics and Business Administration, Norway

ABSTRACT -

This article examines the role of alternative variance, retrieval set size and attitudes towards extension category in consumers’ judgment of brand extensions. A set of theory driven hypotheses are tested in a quasi-experimental field study including three established brands extended into a total of 9 new product categories. All three variables were found to be related to consumers’ evaluations of the proposed brand extensions in the direction suggested by the hypotheses. Although the effect sizes for alternative variance and retrieval set size are modest, the results underscore the importance of considering other contextual dimensions than brand-category fit for understanding consumers’ evaluations of brand extensions.

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Authors

Rune Lines, Norwegian School of Economics and Business Administration, Norway
Leif E. Hem, Foundation for Research in Economics and Business Administration, Norway
Kjell Gronhaug, Norwegian School of Economics and Business Administration, Norway



Volume

E - European Advances in Consumer Research Volume 5 | 2001



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