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The Effects of Physical Distance from a Brand Extension on the Impact of Brand‐Extension Fit
Author(s) -
Huang Yunhui,
Jia Yanli,
Wyer Robert S.
Publication year - 2017
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20973
Subject(s) - extension (predicate logic) , closeness , brand extension , feeling , psychology , advertising , social psychology , marketing , mathematics , brand awareness , computer science , business , mathematical analysis , programming language
Three experiments show that if a brand extension provides a close fit to the parent brand, consumers evaluate it more favorably when they perceive themselves to be close to a picture of the extension than when they do not. If the extension is a poor fit to the parent, however, the reverse is true. These effects are driven by a match between consumers’ feelings of closeness to the extension information and the extension's closeness to the parent. This match leads them to process the extension information more fluently and consequently to generate a more favorable evaluation of the extension.