The Mechanism of the Parent Brand Effect in Brand Extension
Lei Li, Ma Mouchao (Institute of Psychology, Chinese Academy of Sciences, Beijing 100101)
The issue of the brand extension has been widely studied since the 1970s. Based on the review of pilot researches, two cognitive models affect-transfer model and association-demand modelwere introduced to describe the mechanism of the parent brand effect towards brand extension. The affect-transfer model assumes that consumers will transfer the positive attitudes of the parent brand directly to its extension, but the association-demand model regards the brand-specific associations the most important factor in extension evaluation. The two models highlight the cognitive process in the formation of the extension evaluation.
【CateGory Index】： F760.5