Positioning brand extensions: implications for beliefs and attitudes
Abstract
Understanding how consumers form beliefs and attitudes about brand extensions is important. However, this process may be complex in brand extensions because beliefs can stem from both the parent brand and the extension’s category. In two studies, we examine how positioning may impact brand extension beliefs and attitudes by altering its fit with the parent brand and category. We find position fit alters brand extension beliefs and attitudes, but its effects are moderated by the perceived fit between the extending brand and category. We discuss the results, theoretical and managerial implications, and avenues for future
Keywords
Citation
Sheinin, D.A. (1998), "Positioning brand extensions: implications for beliefs and attitudes", Journal of Product & Brand Management, Vol. 7 No. 2, pp. 137-149. https://doi.org/10.1108/10610429810216919
Publisher
:MCB UP Ltd
Copyright © 1998, MCB UP Limited