Effects of Prototype and Exemplar Fit on Brand Extension Evaluations

A Two-Process Contingency Model

Bibliographic Data

ID2219418
AuthorsHuifang Mao (0000-0002-8993-8307), H Shanker Krishnan, Harinarayan Krishnan (0000-0001-8018-0547)
Year2006
Volume33
Issue1
Pages41-49
Publication date2006-06-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/504134
OpenAlexW2169385190
LanguageEN
Citations received5
References cited10

The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model proposes two dimensions of fit (brand prototype fit and product exemplar fit) and two evaluative processes (top-down and parallel attitude transfer) that drive extension evaluations in different ways, depending on the level of cognitive resources. Three empirical studies found consistent support for the model

Advertising · Business · Cognitive psychology · Contingency · Contingency theory · Epistemology · Extension (predicate logic) · Knowledge management · Process (computing) · Process management · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Evolutionary Psychology and Human Behavior · Marketing · Psychology

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