期刊名称：Journal of Empirical Generalisations in Marketing Science
电子版ISSN：1326-4443
出版年度：2002
卷号：7
出版社：University of South Australia
摘要：This research replicates recent findings showing that the perceptual impact of price on
brand extension evaluations is greater for dissimilar than similar extensions. This research
extends prior findings by generalizing the effect to a new product category, a convenience
grocery food, and by showing that more price-related thoughts and price-quality inferences
occurred in the processing of dissimilar than similar extensions. This research also
considers perceived quality variance among the brands within a product category as a
moderator of the price effect. Results of this research, which are based on a laboratory
experiment using student subjects, suggest that manufacturer s attempting to leverage br and
equity by intr oducing extensions s omewhat dissimilar f rom the or iginal brand should consider
that cons umers may be more likely to make pr ice-quality inf erences. Consequently, a
manufacturer intr oducing a dissimilar extens ion s hould us e caution if a low price is employed
as cons umers might inf er that the new extens ion r epr es ents a low quality offering, r ather than
being good value
