ISSN 1671-3710
CN 11-4766/R

›› 2003, Vol. 11 ›› Issue (3): 350-354.

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The Mechanism of the Parent Brand Effect in Brand Extension

Lei Li,Ma Mouchao   

  1. Institute of Psychology, Chinese Academy of Sciences, Beijing 100101
  • Received:2002-08-22 Revised:1900-01-01 Online:2003-05-15 Published:2003-05-15

Abstract: The issue of the brand extension has been widely studied since the 1970’s. Based on the review of pilot researches, two cognitive models —affect-transfer model and association-demand model—were introduced to describe the mechanism of the parent brand effect towards brand extension. The affect-transfer model assumes that consumers will transfer the positive attitudes of the parent brand directly to its extension, but the association-demand model regards the brand-specific associations the most important factor in extension evaluation. The two models highlight the cognitive process in the formation of the extension evaluation.

Key words: brand extension, extension evaluation, affect-transfer model, association-demand model, fit, categorization

CLC Number: