Singular versus Joint Evaluations: an Exploratory Look at Brand Positivity and Its Role in Assessing Brand Extension Market Success

The present study combines two areas of research – consumer preference formation and evaluation of brand extensions – to examine the role of “brand positivity effect” on the evaluation of brand extensions. The findings of the present research indicate that brand positivity effects due to singular brand evaluations results in overestimation in assessments of brand extensions. By jointly examining parent fit and positivity effect size, a better prediction of market competitive success may be derived.