Understanding the Simultaneous Effects of Category Fit and Order of Entry on Consumer Perceptions of Brand Extensions

EXTENDED ABSTRACT - In brand extension research, category fit of the brand extension with the parent brand has received significant attention, both independently and interdependently with other conditions of interest. What has yet to be studied in conjunction with category fit, however, is order of entry. Drawing on the depth of research concerning order of entry effects and pioneering advantage, the present study is designed to analyze the combined effects of brand extension order of entry and category fit with the parent brand on consumer response. In doing so, we attempt to explicate the conditions under which a pioneer is likely to maintain their pioneering advantage, and those conditions under which subsequent entrants are better positioned to gain favorable consumer evaluations and overcome the pioneer’s first to market advantage. These findings will contribute not only to our understanding of consumer evaluations of brand extensions and the conditions surrounding the successful introduction of such extensions, but also to our understanding of the pioneering advantage and consumer preference formation.


James L. Oakley, Subramanian Balachander, and S. Sriram (2005) ,"Understanding the Simultaneous Effects of Category Fit and Order of Entry on Consumer Perceptions of Brand Extensions", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 135-136.


James L. Oakley, Purdue University
Subramanian Balachander, Purdue University
S. Sriram, State University of New York


NA - Advances in Consumer Research Volume 32 | 2005

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