Premium
Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions
Author(s) -
Fedorikhin Alexander,
Park C. Whan,
Thomson Matthew
Publication year - 2008
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2008.09.006
Subject(s) - psychology , forgiveness , brand extension , social psychology , extension (predicate logic) , advertising , word of mouth , attachment theory , brand awareness , business , computer science , programming language
In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word‐of‐mouth, and forgiveness. The effect is pronounced at high and moderate, but not low levels of fit. The paper also shows that attachment has an impact on the extent to which the extension is categorized as a member of the parent brand family, which partially mediates attachment's effects.