The Role of Brand and Product Knowledge in Consumer Evaluations of Brand Extensions

This study examines the effects of two types of consumer knowledge, product and brand knowledge, on consumer fit perceptions between an extension and its parent brand in brand extension evaluations. The results reveal that product and brand knowledge have different effects on consumer fit perceptions between an extension and whether the parent brand is either a functional or a prestige brand. The findings demonstrate that brand knowledge has an impact on consumer fit perceptions between an extension and its parent brand, and its effect more dominant with prestige brand extension evaluations.



Citation:

Yun Ma and Mark Glynn (2006) ,"The Role of Brand and Product Knowledge in Consumer Evaluations of Brand Extensions", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 137-143.

Authors

Yun Ma, Auckland University of Technology, New Zealand
Mark Glynn, Auckland University of Technology, New Zealand



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006



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