Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter?
Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter?
复制标题
DOI：
10.1086/653099
复制
发表时间：
2010-10
影响因子：
7.2
通讯作者：
Sandra J. Milberg;F. Sinn;R. C. Goodstein
中科院分区：
文献类型：
--
作者：
Sandra J. Milberg;F. Sinn;R. C. Goodstein
研究表明，对品牌延伸的反应受母品牌和延伸产品类别之间的匹配程度的影响。这种影响的规范性是有限的，因为对品牌延伸的评估通常是在没有竞争的情况下获得的。先前研究的边界是通过测试匹配-延伸关系是否推广到包括相对更熟悉或更不熟悉的竞争对手品牌的场景来进行的。在非竞争性的情况下，这种关系得到了支持，但由于竞争对手对品牌的相对熟悉，这种支持会减少。感知风险在非竞争性环境下的契合度和竞争性环境下的竞争对手品牌熟悉度之间起中介作用。(C)2010年，由《消费者研究杂志》撰写。
Research indicates that reactions to brand extensions are influenced by the fit between the parent brand and the extension product category. The normative nature of this effect is limited because assessments of brand extensions are typically obtained in the absence of competition. The boundaries of prior research are investigated by testing whether the fit-extension relationship generalizes to scenarios that include relatively more or less familiar competitor brands. Support is found for this relationship in noncompetitive scenarios but is diminished by competitors' relative brand familiarity. Perceived risk mediates the effects of fit in noncompetitive settings and competitor brand familiarity in competitive settings. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..