skip to main content
Show Results with:

Consumer attitude toward brand extensions: an integrative model and research propositions

Czellar, S.

International journal of research in marketing. VOL 20; NUMBER 1, ; 2003, 97-115 -- Elsevier Science B.V., Amsterdam. Part: Part 1; (pages 97-115) -- 2003

Online access

  • Title:
    Consumer attitude toward brand extensions: an integrative model and research propositions
  • Author: Czellar, S.
  • Found In: International journal of research in marketing. VOL 20; NUMBER 1, ; 2003, 97-115
  • Journal Title: International journal of research in marketing.
  • Subjects: LCC: HD; Dewey: 658.8007
  • Publication Details: Elsevier Science B.V., Amsterdam.
  • Language: English
  • 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 toward 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.
  • Identifier: Journal ISSN: 0167-8116
  • Publication Date: 2003
  • Physical Description: Electronic
  • Shelfmark(s): 4542.535000
  • UIN: ETOCRN127157686

Searching Remote Databases, Please Wait