Product Fit and Consumer Attitude Toward Brand Extensions: The Moderating Role of Product Involvement

It is proposed that product involvement provides a situational motivation for consumers to discount the importance of product fit in brand extension evaluations. An experimental study with multiple brand extensions was conducted to test this hypothesis. It is found that the hypothesis holds in the c...

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Bibliographic Details
Published inJournal of marketing theory and practice Vol. 13; no. 3; pp. 49 - 61
Main Authors Nkwocha, Innocent, Bao, Yeqing, Johnson, William C., Brotspies, Herbert V.
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.07.2005
Association of Marketing Theory and Practice
Taylor & Francis Ltd
Subjects
Advertising research
Attitudes
Brand extension
Brand names
Brands
Cell phones
Cognition & reasoning
Consumer attitudes
Consumer behavior
Consumer motivation
Consumer research
Consumers
Disposable cameras
Hypotheses
Liquor
Marketing
Need for Cognition
Perceived fit
Pretests
Product development
Product involvement
Product lines
Studies
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Summary:It is proposed that product involvement provides a situational motivation for consumers to discount the importance of product fit in brand extension evaluations. An experimental study with multiple brand extensions was conducted to test this hypothesis. It is found that the hypothesis holds in the case of complementarity between parent brand and extension product. A personality variable, need for cognition (NFC) is further applied to test the underlying principle and results support the argument.
ISSN:1069-6679
1944-7175
DOI:10.1080/10696679.2005.11658549