Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

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ID: 295260
1991
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Abstract
This article examines two factors that differentiate between successful and unsuccessful brand extensions: product feature similarity and brand concept consistency. The results reveal that, in identifying brand extensions, consumers take into account not only information about the product-level feature similarity between the new product and the products already associated with the brand, but also the concept consistency between the brand concept and the extension. For both function-oriented and prestige-oriented brand names, the most favorable reactions occur when brand extensions are made with high brand concept consistency and high product feature similarity. In addition, the relative impact of these two factors differs to some extent, depending on the nature of the brand-name concept. When a brand's concept is consistent with those of its extension products, the prestige brand seems to have greater extendibility to products with low feature similarity than the functional brand does.
Reference Key
openalex_W2063169022 Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Chae-rin Park, Sandra Milberg, ROBERT W. LAWSON
Journal journal of consumer research
Year 1991
DOI
10.1086/209251
URL
https://doi.org/10.1086/209251
Keywords Keywords not found

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