The Effects of Physical Distance from a Brand Extension on the Impact of Brand‐Extension Fit
三个实验发现，当品牌延伸与母品牌契合度高时，消费者在感知自己与延伸产品图片距离近时评价更积极；契合度低时则相反，这种效应由消费者对延伸信息的亲近感与延伸与母品牌的亲近感匹配驱动。
ABSTRACT Three experiments show that if a brand extension provides a close fit to the parent brand, consumers evaluate it more favorably when they perceive themselves to be close to a picture of the extension than when they do not. If the extension is a poor fit to the parent, however, the reverse is true. These effects are driven by a match between consumers’ feelings of closeness to the extension information and the extension's closeness to the parent. This match leads them to process the extension information more fluently and consequently to generate a more favorable evaluation of the extension.