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Shaping extendibility: The influence of circular versus angular shapes on consumer brand extension evaluation

Author

Listed:
  • Wu, Yi
  • Cai, Yuanyuan
  • Zhou, Xiaohan
  • Huang, Xinyi

Abstract

This study proposed a novel sensory marketing strategy (shape cues) to alter consumers’ reactions to distant brand extensions. Across five studies, circular (vs. angular) shapes lead to a more favorable overall evaluation of distant rather than close brand extensions. These effects are mediated sequentially by consumers’ cognitive flexibility and fit perceptions. In line with the “cognitive flexibility” account, this study found that the influence of shapes on brand extension evaluation diminishes when a sub-branding strategy is adopted to introduce the extension product. When a direct-branding strategy was used, shape was not affected. These effects were replicated across different product categories and cultures using different approaches to demonstrate shape cues, and employing both fictitious and real brand stimuli. In addition, theoretical and managerial implications were also discussed.

Suggested Citation

  • Wu, Yi & Cai, Yuanyuan & Zhou, Xiaohan & Huang, Xinyi, 2024. "Shaping extendibility: The influence of circular versus angular shapes on consumer brand extension evaluation," Journal of Business Research, Elsevier, vol. 171(C).
    • Handle: RePEc:eee:jbrese:v:171:y:2024:i:c:s0148296323007257
    DOI: 10.1016/j.jbusres.2023.114366
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