A dual-process model of brand extension Taxonomic feature-based and thematic relation-based similarity independently drive brand extension evaluation文档.pdf

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