Individual Differences in Brand Schematicity

Abstract

Brand schematicity refers to a generalized consumer predisposition to process information using brand schema. This research uses schema theory to build the theoretical groundwork for brand schematicity and reports seven studies conducted to measure, validate, and establish the nature of the construct. Studies 1 and 2 pertain to a scale developed to measure brand schematicity, Study 3 measures the construct using response times, and Study 4 situates the construct in a nomological network of associated constructs. Studies 5 and 6 test the predictive validity of the brand schematicity construct, and Study 7 uses memory clustering to provide evidence of the schematic nature of the construct that represents an inherent difference in the way consumers organize and utilize brand information. These investigations establish the validity of brand schematicity and its associated scale, as well as reveal that brand schematicity influences the role of brand concept consistency in brand extension evaluations, suggesting the possible moderating role of the construct in a wide variety of brand-related relationships.

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