How Life-Role Transitions Shape Consumer Responses to Brand Extensions

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

17 Scopus Citations
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Author(s)

  • Lei Su
  • Alokparna (Sonia) Basu Monga
  • Yuwei Jiang

Related Research Unit(s)

Detail(s)

Original languageEnglish
Pages (from-to)579-594
Number of pages16
Journal / PublicationJournal of Marketing Research
Volume58
Issue number3
Online published4 Jan 2021
Publication statusPublished - Jun 2021

Abstract

Life-role transition is a state wherein people pass through different life stages, involving changes in identities, roles, and responsibilities. Across six studies, the current research shows that consumers under life-role transition have more favorable attitudes toward distant (i.e., low- or moderate-fit) brand extensions than consumers who are not under life-role transition. The effect is driven by a sense of self-concept ambiguity associated with life-role transition, which subsequently prompts dialectical thinking that helps improve perceived fit between a parent brand and its extension, finally resulting in more favorable brand extension evaluation. This effect diminishes for (1) near (i.e., high-fit) brand extensions that do not require dialectical thinking for perceiving fit; (2) for sub-brand (vs. direct brand) architecture, for which there is less of a need to use dialectical thinking to reconcile the inconsistencies between a parent brand and its extension; and (3) when consumers perceive they have resources to cope with the life-role transition, which attenuates self-concept ambiguity. This research offers important theoretical and managerial insights by focusing on life-role transition—an important aspect of consumers’ lives that has been largely underresearched—and by demonstrating how and why it elicits more favorable attitudes toward brand extensions.

Research Area(s)

  • brand extensions, dialectical thinking, life-role transition, self-concept ambiguity

Bibliographic Note

Publisher Copyright: © American Marketing Association 2021.

Citation Format(s)

How Life-Role Transitions Shape Consumer Responses to Brand Extensions. / Su, Lei; Monga, Alokparna (Sonia) Basu; Jiang, Yuwei.
In: Journal of Marketing Research, Vol. 58, No. 3, 06.2021, p. 579-594.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review