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

Author

Listed:
  • Sandor Czellar

    (CUI - Centre Universitaire d'Informatique - UNIGE - Université de Genève = University of Geneva)

Abstract

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
    as

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