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How Far Can a Brand Stretch? Understanding the Role of Self-Construal

187 citations0/0 files storedJournal of Marketing Research

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

Abstract

A brand's stretchability is an important avenue for growth and new product introductions. This research examines the role of an individual-difference variable (self-construal) in enhancing a brand's stretchability potential. It is postulated that an interdependent self-construal leads to a superior ability to uncover relationships among stimuli (e.g., an extension and its parent brand) and thus is likely to enhance the perceived fit of an extension and the likelihood of its acceptance. However, these beneficial effects are likely to emerge only under conditions in which the interdependent consumer is motivated to elaborate extensively on the extension information. Five experiments test the underlying mechanism, its implications for different levels of brand stretch (varying from close to far), and the marketing strategy implications of the proposed theoretical framework.

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References

1991Culture and the Self: Implications for Cognition, Emotion, and Motivation 2002Rethinking individualism and collectivism: Evaluation of theoretical assumptions and meta-analyses.1989The self and social behavior in differing cultural contexts.1994The Measurement of Independent and Interdependent Self-Construals 1996Who is this "We"? Levels of collective identity and self representations.1990Consumer Evaluations of Brand Extensions 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1991Some tests of the distinction between the private self and the collective self.

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