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| Author: | Gierl, H. Huettl, V. |
| Title: | A closer look at similarity: the effects of perceived similarity and conjunctive cues on brand extension evaluation |
| Journal: | International Journal of Research in Marketing
2011 : JUN, VOL. 28:2, p. 120-133 |
| Index terms: | marketing brands new products attitudes models |
| Language: | eng |
| Abstract: | Similarity between a core product and an extension product is considered to be an essential success factor for brand extensions. However, a review of the literature exposes that the conditions needed for high similarity to be beneficial are unclear. First, the authors test three models (the brand-attitude-transfer model, the incongruity-induced-affect model, and the "you cannot be good or bad at everything" principle) to forecast the role of similarity. Support is found only for the brand-attitude-transfer model. This implies high similarity only being beneficial when consumers evaluate brands favorably. Furthermore, little is known about how additional information by the supplier impacts consumers' similarity perceptions without modifying the extension product itself more than superficially and without underlining common benefits. The conditions of high and low core product/extension category similarity are compared. Under the former condition, common peripheral advertising cues, similarity primes, portrayals of core products, and common peripheral design cues raise evaluations of extension products if the brand is evaluated favorably. The latter condition in effect, these cues differ with respect to their effect. |
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