The authors would like to express their appreciation to the National Science Council in Taiwan for its financial support of this research project (NSC93–2416-H–004–008).
Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity†
Article first published online: 9 DEC 2010
© 2010 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 28, Issue 1, pages 91–113, January 2011
How to Cite
Shen, Y.-C., Bei, L.-t. and Chu, C.-H. (2011), Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity. Psychol. Mark., 28: 91–113. doi: 10.1002/mar.20382
- Issue published online: 9 DEC 2010
- Article first published online: 9 DEC 2010
Utilizing the case-based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be improved by reminding consumers of a similar brand in the extension category. This effect is derived from a brand-to-brand similarity, in addition to the product-to-product and brand-to-product similarity identified in prior literature. Experiment 1 explores the idea that the effect of similar case reminders is most pronounced in moderately similar extensions than in highly similar or highly dissimilar extensions due to schema congruity. Experiments 2 and 3 distinguish the levels of similarity (i.e., product-to-product, brand-to-product, and brand-to-brand similarity) as a source of consumers' evaluations on a brand extension and further eliminate an alternative explanation of instantaneous learning in the advertisement setup of Experiment 1. © 2010 Wiley Periodicals, Inc.