5. Brands and Successful Brand Extensions

5. Brands and Successful BrandExtensions

A Social Psychology Perspective onEconomic Questions

BRAND AS CATEGORIES

ASSIMILATION TOWARD THE EXISTING BRAND-THE INTERPLAYOF FEAATURES AND PROCESSES

Similarityof Brand and Product Features

BeyondFeature Similarity: The Role of Categorization Processes

ProcessingIntensity

Expertise

RegulatoryFocus

WHEN BRAND EXTENSIONS FAIL: CONTRAST EFFECTS AS THEWORST-CASE SCENARIOS

THE BIDIRECTIONAL RELATION BETWEEN BRAND AND BRANDEXTENSION: EFFECTS ON THE BRAND

SuperiorBrand Extensions

InferiorBrand Extensions

PRODUCT-TO-PRODUCT INFLUENCES: HOW AN EXTENSION MAYAFFECT OTHER PRODUCTS

CONCLUSION