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Extendibility of umbrella brands

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For single product brands, consumers evaluate the "fit" of brand extensions in relation to the existing product. For umbrella brands, the question of product association as a determinant of brand extendibility is more complex. With which of the existing products are extension products compared in order to arrive at judgments of "fit" ? This paper introduces a distinction between context-dependent and context-independent brands. This distinction is used to explore the possibility that the product associations that some umbrella brands evoke may vary as a function of the context in which the brand is activated. Results from an experiment show that context-dependent activation influences consumers evaluations of brand extensions. The extendibility of a brand depends on its level of context-dependence

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