Affect generalization to similar and dissimilar brand extensions; consumer behavior seminar

  • Names of contributors are the following: David Boush, Shannon Shipp, Barbara Loken, Esra Gencturk, Susan Crockett, Ellen Kennedy, Bettie Minshall, Dennis Misurell, Linda Rochford, and Jon Strobel.


The effects of family branding were investigated in a laboratory experiment. Results showed a tendency for the overall affect associated with the brand name, to generalize new and different products. The mediating effects of similarity (between the current and new product) on this relationship were also demonstrated. The greater the similarity between the current and new product, the greater the transfer of positive or negative affect to that new product. The data also suggested that a brand's reputation for excellence in one product area may have a negative impact on consumer ratings of new products in an unrelated product area. Marketing implications are discussed.