Consumer Evaluations of Brand Extensions Positioned by Attribute Information

Sungho Lee, Kent B. Monroe, Jose A. Rosa

Research output: Chapter in Book/Report/Conference proceedingChapter


In consumer research on brand extension evaluations, it has been established that parent brand attitudes could be transferred to extensions as long as the perceived fit is high between the parent brand and the extension product. Adding to this finding, we examined how parent brand attitudes and incoming attribute information of the extension product affect extension evaluations. Here, we present the long abstract version of our work.

Original languageEnglish (US)
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Number of pages1
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


  • Consumer Research
  • Extension Attribute
  • Extension Evaluation
  • Extension Product
  • Product Information

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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