Article2007

Brand Synergy Effects in Multiple Brand Extensions

Byung Chul Shine · Jongwon Park · Robert S. Wyer

90 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

Three experiments demonstrate that the simultaneous introduction of two brand extensions can have a positive influence on their evaluations independently of parent–extension similarity. This “synergy” effect occurs when the extensions are complementary (e.g., a digital camera and a digital photo printer) but is not evident when they belong to the same category (two models of digital cameras) or to unrelated categories (a digital camera and a snowboard). In addition, the effect is restricted to extension products that are introduced by the same manufacturer. Finally, it occurs only among participants who are promotion focused and therefore are disposed to consider the benefits of owning the extensions rather than the disadvantages of doing so. These and other results suggest that the synergy effect is due to the appeal of completing a set of related products from the same manufacturer rather than the physical or functional similarity of their features to those of either the parent or each other.

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2025Advances in Consumer Research 1997Beyond pleasure and pain.1995Building Strong Brands 1990Consumer Evaluations of Brand Extensions 1992Advances in Consumer Research 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1994Ideal versus ought predilections for approach and avoidance distinct self-regulatory systems.1991A Process-Tracing Study of Brand Extension Evaluation

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