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Category characteristics' effects on brand extension attitudes: A research note

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  • Hem, Leif Egil
  • Iversen, Nina Marianne
  • Olsen, Lars Erling

Abstract

Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived fit between the brand extension and the extension category. This exploratory paper contributes by describing two studies of how the following four extension category characteristics affect consumers' attitudes towards brand extensions: (1) the awareness set size; (2) the perceived similarity among existing brands; (3) the perceived category familiarity; and (4) overall category attitudes. Results from two studies suggest that consumers evaluate brand extensions more favorably when the awareness set size is small or when their attitude towards the extension category is favorable. Consequently, brand managers must analyze the extension category carefully when developing brand extensions.

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  • Hem, Leif Egil & Iversen, Nina Marianne & Olsen, Lars Erling, 2014. "Category characteristics' effects on brand extension attitudes: A research note," Journal of Business Research, Elsevier, vol. 67(8), pages 1589-1594.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:8:p:1589-1594
    DOI: 10.1016/j.jbusres.2013.10.002
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    Cited by:

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    2. Beichen Liang & Wei Fu, 2021. "The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 17-32, March.
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