TY - JOUR
T1 - Consumer response to brand extensions
T2 - Construal level as a moderator of the importance of perceived fit
AU - Kim, Hakkyun
AU - John, Deborah Roedder
N1 - Copyright:
Copyright 2008 Elsevier B.V., All rights reserved.
PY - 2008/4/1
Y1 - 2008/4/1
N2 - One of the most enduring findings from branding research is that consumers evaluate brand extensions on the basis of their perceived fit with the parent brand. In this article, we propose that the importance of perceived fit in extension evaluations is moderated by construal level. We draw upon construal level theory, which posits that individuals can construe stimuli in their environments in terms of abstract and generalized features (high-level construals) or in terms of concrete and contextualized features (low-level construals). Results from three studies confirm that consumers who construe their environment at a higher level place more importance on perceived extension fit in evaluating brand extensions. These consumers evaluate high fit extensions more favorably than moderate fit extensions, consistent with prior research. However, consumers who construe their environment at a lower level do not evaluate high and moderate fit extensions any differently, unless the importance of using fit perceptions is made salient.
AB - One of the most enduring findings from branding research is that consumers evaluate brand extensions on the basis of their perceived fit with the parent brand. In this article, we propose that the importance of perceived fit in extension evaluations is moderated by construal level. We draw upon construal level theory, which posits that individuals can construe stimuli in their environments in terms of abstract and generalized features (high-level construals) or in terms of concrete and contextualized features (low-level construals). Results from three studies confirm that consumers who construe their environment at a higher level place more importance on perceived extension fit in evaluating brand extensions. These consumers evaluate high fit extensions more favorably than moderate fit extensions, consistent with prior research. However, consumers who construe their environment at a lower level do not evaluate high and moderate fit extensions any differently, unless the importance of using fit perceptions is made salient.
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U2 - 10.1016/j.jcps.2008.01.006
DO - 10.1016/j.jcps.2008.01.006
M3 - Article
AN - SCOPUS:44249101105
SN - 1057-7408
VL - 18
SP - 116
EP - 126
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 2
ER -