One of the most enduring findings from branding research
is that consumers evaluate brand extensions on the basis
of their perceived fit with the parent brand. In this
article, we propose that the importance of perceived fit
in extension evaluations is moderated by construal
level. We draw upon construal level theory, which posits
that individuals can construe stimuli in their
environments in terms of abstract and generalized
features (high-level construals) or in terms of concrete
and contextualized features (low-level construals).
Results from three studies confirm that consumers who
construe their environment at a higher level place more
importance on perceived extension fit in evaluating
brand extensions. These consumers evaluate high fit
extensions more favorably than moderate fit extensions,
consistent with prior research. However, consumers who
construe their environment at a lower level do not
evaluate high and moderate fit extensions any
differently, unless the importance of using fit
perceptions is made salient. pdf 2008
