A dual-process model of brand extension Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation文档.pdf
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A dual-process model of brand extension Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation文档
Available online at Journal of
CONSUMER
PSYCHOLOGY
Journal of Consumer Psychology 22 (2012) 86 – 101
A dual-process model of brand extension: Taxonomic feature-based and
thematic relation-based similarity independently drive brand
extension evaluation
Zachary Estes a,⁎, Michael Gibbert b , Duncan Guest a, b, c , David Mazursky d, a
a Bocconi University, Department of Marketing, Via Roentgen 1, Milan 20136, Italy
b Lugano University, Communication Department, Via Giuseppe Buffi 13, 6904 Lugano, Switzerland
c University of Warwick, Department of Psychology, Coventry CV4 7AL, UK
d The Kmart Chair in Marketing, Jerusalem School of Business Administration, Hebrew University, Mt. Scopus, Jerusalem 91905, Israel
22 February 2011; 14 November 2011; 21 November 2011
Available online 27 December 2011
Abstract
The success of a brand extension depends largely on the similarity between the brand and its extension product. Recent psychological and neuro-
scientific evidence supports a dual-process model that distinguishes taxonomic feature-based similarity from thematic relation-based similarity. In ad-
dition to providing a parsimonious organizational framework for prior brand extension research, this dual-process model al
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