Experimental findings reveal that brand extension impact influences consumer attitudes, suggesting alignment with consumer goals needs revisiting.
This paper investigates the role of a brand extension’s fit and consumer goal congruence in the formation of consumers’ attitude to an extension. Experimental results found that brand extension fit impacted attitude toward brand extensions. However, the goal congruence – the degree to which an extension fulfills a consumer goal – did not impact attitude toward brand extensions as expected. Implications for managers and future directions are discussed.
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Brudvig et al. (2006) studied this question.
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