Brand Fit, Selective Hypothesis Testing, and Evaluation of Brand Extensions

Evaluation of brand extensions is a useful strategy widely employed by businesses to mitigate the risks associated with introducing new products. A considerable effort by marketing scholars on examining how extensions are evaluated has shown that fit plays a key role in the evaluation process. However, most of these findings are based on the singular evaluation of extensions. The present study proposes and demonstrates that the singular evaluation leads to selective hypothesis, thus, resulting in overly positive evaluations for extensions than when they are evaluated comparatively.


Harish Kapoor (2009) ,"Brand Fit, Selective Hypothesis Testing, and Evaluation of Brand Extensions", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 37-38.


Harish Kapoor, Acadia University, Canada


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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