✦ LIBER ✦

Consumer evaluations of brand extension: The roles of case-based reminding on brand-to-brand similarity

✍ Scribed by Yung-Cheng Shen; Lien-ti Bei; Chia-Hsien Chu

Publisher: John Wiley and Sons
Year: 2010
Tongue: English
Weight: 125 KB
Volume: 28
Category: Article
ISSN: 0742-6046
DOI: 10.1002/mar.20382

No coin nor oath required. For personal study only.

✦ Synopsis

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, brandto-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.

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