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The Critical Role of Congruency in Prototypical Brand Extensions · Study

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ChapterThe Critical Role of Congruency in Prototypical Brand Extensions

Maria Kalamas2014

Chapter2014

The Critical Role of Congruency in Prototypical Brand Extensions

Maria Kalamas · Mark Cleveland · Michel Laroche · Robert Laufer

29 citations·0/0 files stored·Developments in marketing science: proceedings of the Academy of Marketing Science

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

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References

1999Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives 1990Consumer Evaluations of Brand Extensions 1994Structural Equation Modeling with EQS and EQS/WINDOWS: Basic Concepts, Applications, and Programming 1989Schema Congruity as a Basis for Product Evaluation 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1992The Effects of Sequential Introduction of Brand Extensions 1985Ideals, central tendency, and frequency of instantiation as determinants of graded structure in categories.1995Structural Equation Modeling with EQS and EQS/Windows

Cited by

2017Brand extension feedback effects: What do we know and where should we go?2013Brand and category design consistency in brand extensions 2013Consumer attitude towards brand extension 2019Consumer attitudes toward downward extensions: an exploration of Giordano’s extension in Hong Kong 2013Generic, genuine, or completely new? Branding strategies to leverage new products

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2006The critical role of congruency in prototypical brand extensionsarticle · 19 shared references 2008Categorization theory and research in consumer psychology: Category representation and category-based inference.article · 13 shared references 2014Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fitarticle · 13 shared references 2010Consumer responses to brand extensions: a comprehensive modelarticle · 11 shared references 2018Vertical versus horizontal line extensions: a comparison of dilution effectsarticle · 11 shared references 2005Branding Strategies, Marketing Communication, and Perceived Brand Meaning: The Transfer of Purposive, Goal-Oriented Brand Meaning to Brand Extensionsarticle · 10 shared references

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Year2014

Typechapter

Published2014-10-31

VenueDevelopments in marketing science: proceedings of the Academy of Marketing Science

ISSN-L2363-6165

Languageen

Citations29

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1007/978-3-319-11845-1_85

openalex_workW2022243643

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2015Consumer evaluation of brand extensions: Comparing goods to goods brand extensions with goods to services

2013Brand leaders and me‐too alternatives: how do consumers choose?