Skip to Main content Skip to Navigation
Journal articles

Consumer attitude toward brand extensions : An Integrative Model and Research Propositions

Abstract : The paper proposes an integrative model of the antecedents and consequences of brand extension attitude based on the dominant cognitive paradigm. The four key processes of the model are (1) the perception of fit, (2) the formation of primary attitudes toward the extension, (3) the link between extension attitude and marketplace behaviour and (4) the reciprocal effect of brand extension attitude on parent brand/extension category attitude. Moderator and control variables of these processes are identified and classified into three groups: (1) consumer characteristics, (2) marketer-controlled factors and (3) external factors. This integrative model leads to the identification of missing links and variables in past research, resulting in a propositional inventory for future studies. The paper ends with a reflection on the long-term perspectives of scientific inquiry on brand extensions.
Document type :
Journal articles
Complete list of metadatas

https://hal-hec.archives-ouvertes.fr/hal-00480357
Contributor : Antoine Haldemann <>
Submitted on : Tuesday, May 4, 2010 - 9:36:34 AM
Last modification on : Tuesday, October 10, 2017 - 9:24:04 AM

Identifiers

Collections

Citation

Sandor Czellar. Consumer attitude toward brand extensions : An Integrative Model and Research Propositions. International Journal of Research in Marketing, Elsevier, 2003, Vol.20, n°1, pp.97-115. ⟨10.1016/S0167-8116(02)00124-6⟩. ⟨hal-00480357⟩

Share

Metrics

Record views

338