Effects of prototype and exemplar fit on brand extension evaluations: A two-process contingency model

The brand extension literature suggests that consumers will favorably evaluate a brand extension when (a) it has high fit with the brand and (b) the brand has positive evaluations. We suggest that when a brand operates in multiple product domains, extension evaluations are more complex than have been conceptualized, and favorable consumer responses may result even in the absence of the above two conditions. Our two-process contingency model proposes two dimensions of fit (brand prototype fit and product exemplar fit) and two evaluative processes (top-down and parallel attitude transfer) that drive extension evaluations in different ways, depending on the level of cognitive resources. Three empirical studies found consistent support for the model.