Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth
研究了新产品概念与品类图式的一致性程度，以及品牌情感和宽度如何影响品牌延伸评价，发现高情感窄宽度品牌在中等不一致时评价最高，而宽宽度品牌在不同一致性条件下评价无差异。
Brand extension decisions evolve from two distinct strategies: product category extensions or new product concept extensions. We examined new product concepts varying in degree of congruity with category schemata and matched them with brand names differing in affect and breadth. In addition, using new product concepts permitted a measurement of brand-equity transfer. High-affect-narrow-breadth brands were evaluated most positively when the concepts were moderately incongruous. However, low-affect-narrow- breadth brands exhibited declining evaluations as the concept became more incongruous. In contrast, broad-breadth brands were evaluated identically across the incongruity conditions. Additionally, positive brand equity was provided only by high-affect-broad-breadth brands in the extremely incongruous condition. Implications are discussed in terms of the appropriateness of a brand extension strategy.