Decomposed similarity effects on consumer attitude towards abrand extension

Abstract

The most significant finding from brand extension research is that consumers evaluate brand extensions based on their perceived fit with the parent brand. In spite of this brand extension failure in the presence of high perceived fit prompts further investigation on the mentioned variable with a microscopic view. In this connection, the present study extends this research by addressing the various ways a consumer bridges a similarity between the parent brand and the extended product. According to Murphy and Medin (1985), other than object to- object similarity relationships, other aspects of a concept category, such as concept relationships among objects, need to be considered along with object similarity. Any association about the parent brand that consumer recall in their psychological cell may create the basis of fit perception. Further, we also investigated in there any particular fit perception is found to be more effective in making a logical association in consumers mind. The results suggest that concept consistency may have a greater effect on making logical association than category related brand extensions. Brand extension may have a dilution effect on the parent brand image but it is also true the best fitting extension or consistent one can reduce or nullify the effect and add more on the brand. Any type of fit perception associated with the extension, can be enhanced, through marketing mix variables.