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

Yung Cheng Shen, Lien Ti Bei, Chia Hsien Chu

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)

Abstract

Utilizing the case7-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, brand-to-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.

Original languageEnglish
Pages (from-to)91-113
Number of pages23
JournalPsychology and Marketing
Volume28
Issue number1
DOIs
Publication statusPublished - 2011 Jan

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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