Contents

Extending the Fit Hypothesis in Brand Extensions: Effects of Situational Involvement, Consumer Innovativeness and Extension Incongruity on Evaluation of Brand Extensions

Jung, Kwon / Tey, Leslie

Abstract

This study examines the effects of congruity between a parent brand and its extensions with consumers' brand extension evaluations. Two alternative predictions on brand extension evaluations, the fit hypothesis and an inverted U-shaped hypothesis based on Mandler's model, (1982) are contrasted. An attempt to explain this contradiction is made by identifying two moderating factors, a situational variable (i.e., task involvement) and a consumer personality variable (i.e., consumer innovativeness). It is found that while subjects show a pattern suggested by the inverted U-shaped hypothesis in their extension evaluations under the high involvement condition, subjects in other conditions show a pattern suggested by the fit hypothesis.

Issue Date
2007-06
Publisher
KDI School of Public Policy and Management
Keywords
Brand extensions, Involvement, Consumer Innovativeness
Pages
19
Series Title
KDI School Working Paper 07-06
DOI
10.2139/ssrn.994764
Language
ENG
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