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Extension of broad brands: the role of retrieval in evaluation of fit

Author: Dawar, Niraj INSEAD Area: MarketingIn: Journal of Consumer Psychology, vol. 5, no. 2, 1996 Language: EnglishDescription: p. 189-207.Type of document: INSEAD ArticleNote: Please ask the Library for this articleAbstract: Brands breadth is a function of not only the number and variability of products represented by the brand but also of the strength of association between the brand and the products it represents. The strength of association is reflected in the retrievability from memory of product associations. This, in turn, influences the evaluation of fit of brand extensions. Two types of brands are studied: those with a strong association to a single product (and weaker associations with other products), and those with strong associations to multiple products. Results from an experiment show that for brands with a single strong product association, brand knowledge and context influence evaluations of fit for extensions to products weakly associated with the brand. For brands strongly associated with more than one product, context influences evaluations of fit of brand extensions
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Brands breadth is a function of not only the number and variability of products represented by the brand but also of the strength of association between the brand and the products it represents. The strength of association is reflected in the retrievability from memory of product associations. This, in turn, influences the evaluation of fit of brand extensions. Two types of brands are studied: those with a strong association to a single product (and weaker associations with other products), and those with strong associations to multiple products. Results from an experiment show that for brands with a single strong product association, brand knowledge and context influence evaluations of fit for extensions to products weakly associated with the brand. For brands strongly associated with more than one product, context influences evaluations of fit of brand extensions

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