Abstract
While growing accounts in literature surmise the value of brand equity, few theories adequately recommend appropriate tools to effectively leverage established brands. The purpose of this study sought to explore perceptual processes induced by brand extension products. Recent contributions offered by categorization theory were integrated with current conceptualizations of brand extension processing to depict a model of brand categorization. An empirical investigation assessed subjects' reactions to four brand extension products derived from an established parent brand concept. The study manipulated brand extension product categories to assess potential associations with a parent brand. Brand extension evaluations measured by conventional rating scales were compared with interpretations generated from correspondence analysis of associative data to identify the structure of a brand category. The results indicated significant differences among subjects' perceptions of brand extension fit with the parent brand, inferences of brand extension quality, and intentions to trial alternative brand extensions. Applications of correspondence analysis procedures corroborated these observations, adding meaningful interpretations about the structure of cognitive brand categories. Findings from this study suggest a new method of analyzing associative data which could substantially enhance understanding of relationships among products sharing a common brand concept.