A Process-Tracing Study of Brand Extension Evaluation
A Process-Tracing Study of Brand Extension Evaluation
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DOI：
10.1177/002224379102800102
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发表时间：
1991-02
影响因子：
6.1
通讯作者：
David M. Boush;B. Loken
中科院分区：
文献类型：
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作者：
David M. Boush;B. Loken
作者探讨了将品牌视为代表由其产品组成的类别的含义。他们报告了一项实验室实验的结果，该实验使用反应时间和口头协议来检查与品牌延伸评估相关的过程。品牌延伸的评价受到延伸与品牌当前产品的相似性（品牌延伸典型性）和品牌当前产品之间的差异（品牌广度）的影响。倒U形描述了品牌延伸典型性与评价过程度量之间的关系。与极端典型或极端非典型扩展相比，适度典型扩展以更零碎和更少全局的方式进行评估。被试对品牌延伸的态度与他们对品牌延伸典型性的评价高度相关。
The authors explore the implications of considering a brand as representing a category consisting of its products. They report results of a laboratory experiment in which response times and verbal protocols were used to examine processes related to the evaluation of brand extensions. Evaluations of brand extensions were influenced both by the extension's similarity to the brand's current products (brand extension typicality) and by the variation among a brand's current products (brand breadth). An inverted U describes the relationship between brand extension typicality and evaluation process measures. Moderately typical extensions were evaluated in a more piecemeal and less global way than were either extremely typical or extremely atypical extensions. Subjects’ attitudes toward brand extensions were correlated highly with their ratings of brand extension typicality.