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Consumer attitude toward brand extensions : An Integrative Model and Research Propositions


  • Sandor Czellar

    () (CUI - Centre Universitaire d'Informatique - University of Geneva [Switzerland])


The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are (1) the perception of fit, (2) the formation of primary attitudes toward the extension, (3) the link between extension attitude and marketplace behaviour and (4) the reciprocal effect of brand extension attitude on parent brand/extension category attitude. Moderator and control variables of these processes are identified and classified into three groups: (1) consumer characteristics, (2) marketer-controlled factors and (3) external factors. This integrative model leads to the identification of missing links and variables in past research, resulting in a propositional inventory for future studies. The paper ends with a reflection on the long-term perspectives of scientific inquiry on brand extensions.

Suggested Citation

  • Sandor Czellar, 2003. "Consumer attitude toward brand extensions : An Integrative Model and Research Propositions," Post-Print hal-00480357, HAL.
  • Handle: RePEc:hal:journl:hal-00480357
    DOI: 10.1016/S0167-8116(02)00124-6
    Note: View the original document on HAL open archive server:

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    Cited by:

    1. Martínez Salinas, Eva & Pina Pérez, José Miguel, 2009. "Modeling the brand extensions' influence on brand image," Journal of Business Research, Elsevier, vol. 62(1), pages 50-60, January.
    2. repec:eee:ijrema:v:26:y:2009:i:3:p:228-237 is not listed on IDEAS
    3. repec:eee:aumajo:v:21:y:2013:i:2:p:75-84 is not listed on IDEAS
    4. Ingrid Moons & Patrick de Pelsmacker, 2015. "Self-Brand Personality Differences and Attitudes towards Electric Cars," Sustainability, MDPI, Open Access Journal, vol. 7(9), pages 1-18, September.
    5. Lim, Choong Hoon & Kim, Kihan & Cheong, Yunjae, 2016. "Factors affecting sportswear buying behavior: A comparative analysis of luxury sportswear," Journal of Business Research, Elsevier, vol. 69(12), pages 5793-5800.
    6. repec:spr:amsrev:v:6:y:2016:i:1:d:10.1007_s13162-016-0078-z is not listed on IDEAS
    7. Kunter Gunasti & Hans Baumgartner, 2016. "The Asymmetric Effects of Positive Or Negative Experiences with an Extension on Low- or High-Equity Parent Brands: A Microtheoretical Notion," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 3(3), pages 126-143, December.
    8. Chung-Yu Wang & Li-Wei Wu & Chen-Yu Lin & Ruei-Jie Chen, 2017. "Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(1), pages 83-103, February.
    9. repec:eee:joreco:v:17:y:2010:i:5:p:340-348 is not listed on IDEAS
    10. Moon, Hakil & Sprott, David E., 2016. "Ingredient branding for a luxury brand: The role of brand and product fit," Journal of Business Research, Elsevier, vol. 69(12), pages 5768-5774.
    11. repec:eee:ijrema:v:27:y:2010:i:4:p:319-328 is not listed on IDEAS
    12. repec:eee:ijrema:v:28:y:2011:i:2:p:120-133 is not listed on IDEAS
    13. Martínez, Eva & Montaner, Teresa & Pina, José M., 2009. "Brand extension feedback: The role of advertising," Journal of Business Research, Elsevier, vol. 62(3), pages 305-313, March.
    14. repec:eee:joreco:v:44:y:2018:i:c:p:235-243 is not listed on IDEAS
    15. Torres Lacomba, Anna & Bijmolt, Tammo, 2005. "Assessing brand image through communalitites and asymmetries brand-to-attribute and attribute-to-brand associations," DEE - Working Papers. Business Economics. WB wb050604, Universidad Carlos III de Madrid. Departamento de Economía de la Empresa.
    16. Soomro, Yasir & Abbas, Sana & Hameed, Irfan & Shakoor, Rehan, 2012. "Consumer evaluation of brand extension: Pakistani Context," MPRA Paper 57416, University Library of Munich, Germany.
    17. Dens, Nathalie & De Pelsmacker, Patrick, 2010. "Attitudes toward the extension and parent brand in response to extension advertising," Journal of Business Research, Elsevier, vol. 63(11), pages 1237-1244, November.
    18. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.


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