Brand Extensions of Experiential Goods: Movie Sequel Evaluations

Sanjay Sood · Xavier Drèze

160 citations0/0 files storedJournal of Consumer Research

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Consumer Behavior in Brand Consumption and Identification Consumer Market Behavior and Pricing Cinema and Media Studies

Abstract

We examine movie sequels as brand extensions of experiential goods. Study 1 reveals a reversal of the traditional categorization model such that dissimilar extensions are rated higher than similar extensions. This reversal is moderated by the name of the sequel; numbered sequels (Daredevil 2) are influenced by similarity more than named sequels (Daredevil: Taking It to the Streets). Study 2 reveals that the reversal arises because numbered sequels invoke a greater degree of assimilation with the parent movie, thereby increasing consumers' level of satiation of experiential attributes. The Internet Movie Database (IMDb) provides external validity for our results (study 3).

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1990Consumer Evaluations of Brand Extensions 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency 1992The Effects of Sequential Introduction of Brand Extensions 1980Optimum Stimulation Level: Its Relationship to Personality, Demographics, and Exploratory Behavior 1991A Process-Tracing Study of Brand Extension Evaluation 1994The Importance of the Brand in Brand Extension 1983Cognitive processes in the revision of stereotypic beliefs.

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