THE INFLUENCE OF NEW BRAND ENTRY ON SUBJECTIVE BRAND JUDGMENTS

Previous attraction effect studies show that brand choices are affected by the entry of a new brand. However, much remains to be known as to the causes for this effect. This article explores the impact of a new brand entry on consumers' subjective brand judgments. Three specific effects were hypothesized and tested, namely, range, frequency, and categorization. Results from two experiments demonstrate that the new entrant has a significant impact on subjective brand judgments, brand preferences, and choice.