Exchange Versus Communal: How Brand Relationship Types Affect Brand Extension Evaluation.

This research explores how brand extension evaluation is influenced by two types of brand relationship: an exchange brand relationship focused on product quality and value, versus a communal brand relationship focused on emotional connection with consumers. Through three studies, we demonstrate that there is no significant difference in the effect of brand relationship types on high-fit extension, but communal (vs. exchange) brand relationship leads to a more favorable evaluation of low-fit extension. In addition, we find that a serial mediating effect of self-brand affinity and feeling of trust. Specifically, communal (vs. exchange) brand relationship leads to stronger self-brand affinity and stimulates consumers' feeling of trust, thereby improving the evaluation of low fit extension. The results provide brand managers with insights into the values of brand relationship management in brand extension. [ABSTRACT FROM AUTHOR]