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Brand Extension: The Moderating Role of the Category to which the Extension Belongs to Be Added

Author

Listed:
  • Mehdi Seltène

    (LEG - Laboratoire d'Economie et de Gestion - UB - Université de Bourgogne - CNRS - Centre National de la Recherche Scientifique)

  • Olivier Brunel

    (Laboratoire de Recherche Magellan - UJML - Université Jean Moulin - Lyon 3 - Université de Lyon - Institut d'Administration des Entreprises (IAE) - Lyon)

Abstract

This article examines an evaluation of brand extension from a consumption perspective. In this perspective, the most relevant entity becomes the product, and the choice vector becomes the consumption context. In an experimental design applied to foodstuff, this article reports a study that manipulates the brand range. The study confirms the importance of the consumption context to evaluate brand extension. Also, the results show that the effects of the context fit and the typicality are more significant when the various products of the brand are sensitive to the consumption context. On the other hand, the effects of the association fit and typicality are also more significant when the product category of the brand is less sensitive to the consumption context.

Suggested Citation

  • Mehdi Seltène & Olivier Brunel, 2008. "Brand Extension: The Moderating Role of the Category to which the Extension Belongs to Be Added," Post-Print halshs-00681991, HAL.
    • Handle: RePEc:hal:journl:halshs-00681991
    as

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    Citations

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    Cited by:

    1. Laura Cabeza-García & Esther B. Brío & Carlos Rueda, 2021. "The moderating effect of innovation on the gender and performance relationship in the outset of the gender revolution," Review of Managerial Science, Springer, vol. 15(3), pages 755-778, April.
    2. Jingjing Wu & Yiwei Chen & Lin Hu & Anxin Xu, 2022. "Influence Factors on Consumers’ Instant Cross-buying under Supermarkets’ Cross-border Integration: From the Perspective of the Elaboration Likelihood Model," SAGE Open, , vol. 12(3), pages 21582440221, September.
    3. Durdana Ozretic-Dosen & Marta Brlic & Tanja Komarac, 2018. "Strategic Brand Management In Emerging Markets: Consumer Perceptions Of Brand Extensions," Organizations and Markets in Emerging Economies, Faculty of Economics, Vilnius University, vol. 9(1).

    More about this item

    Keywords

    Brand extensions; Consumption;

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