Open access

Consumer Attitude Towards Brand Extensions : An Integrative model and research propositions

ContributorsCzellar, Sandor
  • Cahiers de recherche; 2002.14
Publication date2002

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 towards 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.

Citation (ISO format)
CZELLAR, Sandor. Consumer Attitude Towards Brand Extensions : An Integrative model and research propositions. 2002
Main files (1)
  • PID : unige:5808

Technical informations

Creation04/15/2010 12:20:20 PM
First validation04/15/2010 12:20:20 PM
Update time03/14/2023 3:26:40 PM
Status update03/14/2023 3:26:40 PM
Last indexation01/15/2024 7:43:58 PM
All rights reserved by Archive ouverte UNIGE and the University of GenevaunigeBlack