Abstract

http://ssrn.com/abstract=1094589
 
 

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The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers’ Focus from Fit to Quality


Tom Meyvis


New York University (NYU) - Department of Marketing

Kelly Goldsmith


Northwestern University - Kellogg School of Management

Ravi Dhar


Yale School of Management - International Center for Finance

2012

Journal of Marketing Research, April, Vol. 49, 206-217.

Abstract:     
It is well established that consumers’ evaluations of brand extensions depend on the quality of the parent brand and the fit between that brand and the extension category. We propose that the relative importance of these two factors is influenced by two key features of a typical shopping environment: the presence of visual information and the availability of comparison brands. In particular, we demonstrate that adding pictures and enabling brand comparisons shifts consumers’ preference from extensions of better fitting brands to extensions of higher quality brands. We propose that this occurs because pictures and brand comparisons create a more concrete representation of the extension, which in turn increases the importance of parent brand quality relative to brand-extension fit. We provide support for this underlying mechanism and discuss the practical implications of our findings.

Number of Pages in PDF File: 13

Keywords: Branding, brand extensions, consumer mindsets, choice

JEL Classification: D81, M31

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Date posted: February 19, 2008 ; Last revised: October 2, 2013

Suggested Citation

Meyvis, Tom and Goldsmith, Kelly and Dhar, Ravi, The Importance of the Context in Brand Extension: How Pictures and Comparisons Shift Consumers’ Focus from Fit to Quality (2012). Journal of Marketing Research, April, Vol. 49, 206-217.. Available at SSRN: http://ssrn.com/abstract=1094589

Contact Information

Tom Meyvis (Contact Author)
New York University (NYU) - Department of Marketing ( email )
Henry Kaufman Ctr
44 W 4 St.
New York, NY
United States
Kelly Goldsmith
Northwestern University - Kellogg School of Management ( email )
2001 Sheridan Road
Evanston, IL 60208
United States
HOME PAGE: http://www.kellogg.northwestern.edu/faculty/goldsmith/htm/
Ravi Dhar
Yale School of Management - International Center for Finance ( email )
Box 208200
New Haven, CT 06520-8200
United States

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