Is Congruity Desirable For Brand Extensions? a Conceptual and Meta-Analytic Review

This paper provides a conceptual and meta-analytical review of the congruity literature for brand extensions, by not only synthesizing the theoretical foundation of the congruity effect and estimating the overall mean effect of congruity, but also examining various theoretical and methodological moderators of the congruity effect.



Citation:

Qian (Claire) Deng and Paul Richard Messinger (2018) ,"Is Congruity Desirable For Brand Extensions? a Conceptual and Meta-Analytic Review", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 86-91.

Authors

Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

E4. Doing Good for Nothing: Motive Inferences from the Probabilistic Profits of Prosociality

Ike Silver, University of Pennsylvania, USA
Jackie Silverman, University of Pennsylvania, USA

Read More

Featured

I6. How Does Runner’s World Shape a Runner’s World? Understanding Representations of the “Ideal” Female Body in Fitness Advertising

Carly Drake, University of Calgary, Canada
Scott Radford, University of Calgary, Canada

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, 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.