Consumer–brand relationship quality: When and how it helps brand extensions

 

Consumer–brand relationship quality: When and how it helps brand extensions,Kim, Kyeongheui; Park, Jongwon; Kim, Jungkeun, Journal of Business Research. Apr2014, Vol. 67 Issue 4, p591-597.

Abstract

Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect generalizes. Study results suggest that this effect only occurs for two moderately-low-fit extensions: the extension and the parent are similar product categories with inconsistent attributes, or dissimilar product categories with consistent attributes. Two different cognitive processes underlie the BRQ effects depending on these conditions.

Subjects

CONSUMER behavior; BRAND choice; BRAND extension; PRODUCT management; BUSINESS -- Research; Research and Development in the Social Sciences and Humanities; COGNITION