The Importance of the Brand in Brand Extension
通过三个实验，发现品牌自身特有的联想比品牌情感和品类相似性更能影响消费者对品牌延伸的评价，尤其当消费者对品牌了解较多时。
Recent research has identified two factors that influence consumer perceptions of a brand extension: brand affect and the similarity between the original and extension product categories. However, surprisingly little attention has been paid to other associations specific to the brand itself. The authors perform three experiments to explore the relative importance of these associations. The experiments reveal that brand-specific associations may dominate the effects of brand affect and category similarity, particularly when consumer knowledge of the brands is high. The authors conclude by discussing the implications of these findings for managerial decision making and the process by which consumers evaluate brand extensions.