Article2011

Consumer attitude towards brand-extension incongruity: The moderating role of need for cognition and need for change

37 citations0/0 files storedJournal of Marketing Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Market Behavior and Pricing

Abstract

This paper integrates two contradictory predictions from the schema incongruity theory: a linear versus an inverted-U relationship between brand-extension incongruity and evaluation. It suggests two personality variables, namely, need for cognition and need for change that moderate the relationship. The major proposition that the relationship would be linear for individuals low in both personality dimensions and inverted-U for those high on both was supported by the data obtained through a questionnaire study. The highest evaluation was obtained for the moderately incongruent extension compared to the congruent and extremely incongruent brand extensions of an established brand for individuals high on both personality dimensions. Four innovative behaviour types identified on the basis of a combination of high and low categories of participants on the two personality dimensions also provided similar results. Theoretical and practical implications of the findings, limitations of the present study, and future possibilities are discussed.

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References

2025Advances in Consumer Research 1986The Elaboration Likelihood Model of Persuasion 1982The need for cognition.1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1991Managing brand equity : capitalizing on the value of a brand name.1990Consumer Evaluations of Brand Extensions 1992Advances in Consumer Research 1992Managing Brand Equity: Capitalizing on the Value of a Brand Name

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2019Sustainable brand image: an examination of ad–brand incongruence 2019The Relationship Between Consumer-Brand Identification and Brand Extension 2018‘So, what is it? And do I like it?’ New product categorisation and the formation of consumer implicit attitude 2013Consumer attitude towards brand extension 2015A conceptual framework for the assessment of brand congruent sensory modalities 2024How best to advertise low-fit brand extensions: a construal level theory perspective

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