Which Fit Do Consumers Use in Composite Brand Extensions?

Roger Pruppers, Maastricht University, The Netherlands
Hans Ouwersloot, Maastricht University, The Netherlands
Niraj Dawar, Richard Ivey School of Business, University of Western Ontario, Canada
This study examines the role of different types of ‘fit’ in consumers’ evaluations of Composite Brand Extensions (CBEs). Building on accessibility-diagnosticity theory, we report the results of an experiment that distinguished between product fit (between the parent brands and the CBE) and brand fit (between the parent brands), as well as the interactions between these types of fit. We find that the accessibility and diagnosticity of brand fit makes it a central construct in explaining the CBE evaluation process, both in terms of its main effect and as a driver of the interaction between product fit with both parent brands.
[ to cite ]:
Roger Pruppers, Hans Ouwersloot, and Niraj Dawar (2007) ,"Which Fit Do Consumers Use in Composite Brand Extensions?", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 507-508.