Brand Extensions of Experiential Goods

Movie Sequel Evaluations

Bibliographic Data

ID2219669
AuthorsSanjay Sood (0000-0002-3418-6347, University of California, Los Angeles), Xavier Drèze (California University of Pennsylvania)
Year2006
Volume33
Issue3
Pages352-360
Publication date2006-12-01
Peer ReviewedYes
Open AccessNo
TypeARTICLE
VenueJournal of Consumer Research (JOURNAL)
Journal identifiersISSN: 0093-5301 • E-ISSN: 1537-5277
PublisherOxford University Press (OUP) (PUBLISHER)
DOI10.1086/508520
OpenAlexW2124559934
LanguageEN
Citations received15
References cited26

We examine movie sequels as brand extensions of experiential goods. Study 1 reveals a reversal of the traditional categorization model such that dissimilar extensions are rated higher than similar extensions. This reversal is moderated by the name of the sequel; numbered sequels (Daredevil 2) are influenced by similarity more than named sequels (Daredevil: Taking It to the Streets). Study 2 reveals that the reversal arises because numbered sequels invoke a greater degree of assimilation with the parent movie, thereby increasing consumers' level of satiation of experiential attributes. The Internet Movie Database (IMDb) provides external validity for our results (study 3)

Advertising · Business · Categorization · Experiential learning · Mathematics education · Similarity (geometry) · Artificial Intelligence · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Media Influence and Health · Psychology · Social Psychology

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