The goal of the paper is to examine the affect transfer process of the brand extension by developing a conceptual framework that integrates two factors important to this process: the expectancy and relevancy of brand extensions.
Two experimental studies with a sample of 250 respondents provide empirical support that both expectancy and relevancy positively influence the affect transfer process.
The study first tests both factors at the product level as well as at the product attribute level. The two factors enhance the affect transfer process in different manners. Expectancy facilitates the transfer from the parent product category to the extension, whereas relevancy enhances the transfer from the brand associations to the extension product. The greatest affect transfer occurs when both factors are present.
The study proposes a theoretical framework that for the first time integrates the two main streams of literature in brand extensions. The proposed framework explains the affect transfer process in brand extensions, and helps understand consumers' attitude towards brand extension products.
