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Consumer Perspectives of Brand Extension Effects : Information Analysis Determining the Consumer Behaviour Patterns


  • Rajagopal

    (Institute of Technology & Higher Education, ITESM, Mexico City)


Brands are successful because people prefer them to ordinary products. In addition to the psychological factors already mentioned, brands give consumers the means whereby they can make choices and judgments. The secret to successful branding is to influence the decisions the way in which consumers perceive the company or product, and brands can affect the minds of customers by appealing to the information acquired and analyzed. This paper attempts to emphasize the relationship between empirical and theoretical considerations in the information analysis of brand extensions on consumer behavior. Broadly the study focuses on analysis at the individual or micro-level and tries to draw implications towards buying decisions on the extended brands analyzing the aggregate relationships. The discussion analyzes categorical similarity as a determinant of diagnostic behaviour and explore the premise that high accessibility of extension information in some of the past studies may have left little room to observe the effects of diagnostic behaviour.

Suggested Citation

  • Rajagopal, 2004. "Consumer Perspectives of Brand Extension Effects : Information Analysis Determining the Consumer Behaviour Patterns," Microeconomics 0407004, University Library of Munich, Germany.
  • Handle: RePEc:wpa:wuwpmi:0407004
    Note: Type of Document - pdf; pages: 21

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    References listed on IDEAS

    1. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 454-462, March.
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    More about this item


    Brand Extension; Consumer Behaviour; Decision Making;

    JEL classification:

    • D1 - Microeconomics - - Household Behavior
    • D2 - Microeconomics - - Production and Organizations
    • D3 - Microeconomics - - Distribution
    • D4 - Microeconomics - - Market Structure, Pricing, and Design

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