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

Contributors

Czellar, Sandor

Collection

  • Cahiers de recherche; 2002.14

Publication date

2002

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 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.

UNIGE affiliation entities

Citation (ISO format)

CZELLAR, Sandor. Consumer Attitude Towards Brand Extensions : An Integrative model and research propositions. 2002

Main files (1)

Report

Identifiers

  • PID : unige:5808
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7672downloads

Technical informations

Creation

15/04/2010 12:20:20

First validation

15/04/2010 12:20:20

Update

14/03/2023 15:26:40

Status update

14/03/2023 15:26:40

Last indexation

29/10/2024 14:23:29
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