Research & Publications
Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model
2006, Journal of Consumer Research
Huifang Mao, H. Shanker Krishnan
The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model proposes two dimensions of fit (brand prototype fit and product exemplar fit) and two evaluative processes (topdown and parallel attitude transfer) that drive extension evaluations in different ways, depending on the level of cognitive resources. Three empirical studies found consistent support for the model.
Mao, Huifang and H. Shanker Krishnan (2006), "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model," Journal of Consumer Research, 33(1), 41-49.