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Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation

Author

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  • James L. Oakley
  • Adam Duhachek
  • Subramanian Balachander
  • S. Sriram

Abstract

The current research proposes that order of entry moderates the impact of fit on brand extension evaluation. We conceptualize a model in which new brands enter the market dynamically, driving consumers to engage in differential processing as a function of pioneer and follower evaluation scenarios. We posit that consumers rely on singular evaluative processing in pioneer contexts and comparative evaluation in follower contexts, producing unique moderating effects based on the existence of comparison brands. Experimental results indicate that follower brands can actually benefit from comparison with pioneering brands that have a relatively lower fit with the extension category. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • James L. Oakley & Adam Duhachek & Subramanian Balachander & S. Sriram, 2008. "Order of Entry and the Moderating Role of Comparison Brands in Brand Extension Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 706-712, August.
    • Handle: RePEc:oup:jconrs:v:34:y:2008:i:5:p:706-712
    DOI: 10.1086/521905
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    Cited by:

    1. Jaydeep Mukherjee, 2014. "Market Development by Multinational Brands: Empirical Evidence from Indian Fast Food Retailing Business," Vision, , vol. 18(1), pages 1-7, March.
    2. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    3. Goedertier, Frank & Dawar, Niraj & Geuens, Maggie & Weijters, Bert, 2015. "Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fit," Journal of Business Research, Elsevier, vol. 68(1), pages 157-165.
    4. Barsyte, Justina & Fennis, Bob M., 2023. "When innovation backfires: Preference for predictability moderates the spillover of functional food ambivalence to the entire parent category," Journal of Business Research, Elsevier, vol. 158(C).

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