Abstract News of extensions can cause stock price movements in the parent brand. Marketers extend brands into areas that vary how typical they are The degree extension typicality be an important cue for investors their performance expectations Integrating insights from Categorization Theory, Behavioral Finance, and Berlyne’s Two-Factor authors argue impact on investor reactions depends upon lev...

Casella for invaluable guidance during my program. I would also like to thank Professors Peter Wilson, Vic Bernard and Tom Stober for their willingness to answer questions and offer advice. Financial support from the Arthur Andersen Foundation, the Social Sciences and Humanities Research Council of Canada, and the UW/SSHRC grant program during various stages of this work was greatly appreciated...