Low fit brand extensions, while often presenting profitable opportunities for existing brands, are known to meet with varying levels of consumer acceptance. This research identifies conditions under which low fit extensions can succeed. Specifically, the authors show that the extent to which consumers consider the context in forming judgments (i.e., are context dependent) determines the acceptance of low fit extensions. In four studies, the authors examine the combined effects of context (in)dependence and type of information, and show that context dependent individuals form their evaluations on the basis of the type of brand extension information provided. For context dependent individuals, providing benefit-based information enhances the evaluations of low fit extensions, whereas providing attribute-based information leads to a reliance on extension fit and subsequent unfavorable evaluation of low fit extensions. In contrast, context independent individuals are more likely to base their judgments on extension fit regardless of whether attribute- or benefit-based information is provided. The acceptance of high fit extension is unaffected by context (in)dependence and type of information. Our findings provide a two-step strategy (i.e., sensitizing consumers to context and providing them benefit-based extension information) for managers to successfully launch low fit extensions and leverage existing parent brand equity.

低匹配度品牌延伸，虽然经常为现有品牌带来盈利机会，但众所周知，它可以满足不同程度的消费者接受度。这项研究确定了低拟合扩展可以成功的条件。具体来说，作者表明，消费者在形成判断时考虑上下文的​​程度（即依赖于上下文）决定了对低拟合扩展的接受程度。在四项研究中，作者检查了上下文（独立）独立性和信息类型的综合影响，并表明依赖于上下文的个体根据所提供的品牌扩展信息类型形成了他们的评估。对于上下文相关的个人，提供基于利益的信息可以增强对低拟合扩展的评估，而提供基于属性的信息会导致对扩展拟合的依赖以及随后对低拟合扩展的不利评估。相比之下，与上下文无关的个体更有可能将他们的判断建立在扩展拟合上，而不管是否提供了基于属性或基于收益的信息。高拟合扩展的接受度不受上下文（独立）依赖性和信息类型的影响。我们的研究结果为管理者提供了一个两步策略（即，让消费者对上下文敏感并为他们提供基于利益的扩展信息），以成功启动低拟合扩展并利用现有的母品牌资产。无论是否提供了基于属性或基于收益的信息，与上下文无关的个体更有可能将他们的判断建立在外延拟合上。高拟合扩展的接受度不受上下文（独立）依赖性和信息类型的影响。我们的研究结果为管理者提供了一个两步策略（即，让消费者对上下文敏感并为他们提供基于利益的扩展信息），以成功启动低拟合扩展并利用现有的母品牌资产。无论是否提供了基于属性或基于收益的信息，与上下文无关的个体更有可能将他们的判断建立在外延拟合上。高拟合扩展的接受度不受上下文（独立）依赖性和信息类型的影响。我们的研究结果为管理者提供了一个两步策略（即，让消费者对上下文敏感并为他们提供基于利益的扩展信息），以成功启动低拟合扩展并利用现有的母品牌资产。