PRODUCT FIT AND CONSUMER ATTITUDE TOWARD BRAND EXTENSIONS: THE MODERATING ROLE OF PRODUCT INVOLVEMENT

被引：48

作者：

Nkwocha, Innocent ^{[1
]}

Bao, Yeqing ^{[2
]}

Johnson, William ^{[3
]}

Brotspies, Herbert ^{[3
]}

机构：

[1] South Carolina State Univ, Coll Business & Appl Profess Sci, Mkt, Orangeburg, NY 29115 USA

[2] Univ Alabama, Mkt, Huntsville, AL 35899 USA

[3] Nova Southeastern Univ, Mkt, Ft Lauderdale, FL 33314 USA

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2005年 / 13卷 / 03期

关键词：

Brand extension; Product involvement; Perceived fit; Need for Cognition;

D O I：

10.1080/10696679.2005.11658549

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

It is proposed that product involvement provides a situational motivation for consumers to discount the importance of product fit in brand extension evaluations. An experimental study with multiple brand extensions was conducted to test this hypothesis. It is found that the hypothesis holds in the case of complementarity between parent brand and extension product. A personality variable, need for cognition (NFC) is further applied to test the underlying principle and results support the argument.

引用

页码：49 / 61

页数：13

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