TY - JOUR
T1 - The impact of Janus fit brand extensions on perceived brand innovativeness
AU - Falana, Wuraola Oluwabukola
AU - Aspara, Jaakko
AU - Frösén, Johanna
N1 - Publisher Copyright:
© 2024 The Author(s)
PY - 2024/6
Y1 - 2024/6
N2 - This research addresses “Janus fit” brand extensions: extensions that are perceived to have both “fitting” and “unfitting” associations vis-a-vis the parent brand. One pre-experiment and three main experiments show that when a brand introduces a Janus fit brand extension, it is perceived to be more innovative than when it introduces either a traditional high fit extension or a low fit extension. The effects are mediated by surprise feelings. Specifically, the high brand innovativeness ratings obtained by the Janus fit extensions are explained by the fact that they elicit moderately high surprise feelings in consumers, instead of low surprise feelings (as high fit extensions) or excessively high surprise feelings (as low fit extensions). The Janus fit extensions can also be seen to evoke a “Eureka surprise experience”: an initial feeling of surprise, followed by a sudden realization that the brand extension after all makes sense for the brand in question.
AB - This research addresses “Janus fit” brand extensions: extensions that are perceived to have both “fitting” and “unfitting” associations vis-a-vis the parent brand. One pre-experiment and three main experiments show that when a brand introduces a Janus fit brand extension, it is perceived to be more innovative than when it introduces either a traditional high fit extension or a low fit extension. The effects are mediated by surprise feelings. Specifically, the high brand innovativeness ratings obtained by the Janus fit extensions are explained by the fact that they elicit moderately high surprise feelings in consumers, instead of low surprise feelings (as high fit extensions) or excessively high surprise feelings (as low fit extensions). The Janus fit extensions can also be seen to evoke a “Eureka surprise experience”: an initial feeling of surprise, followed by a sudden realization that the brand extension after all makes sense for the brand in question.
KW - 512 Business and Management
KW - Brand extension
KW - Brand innovativeness
KW - Perceived fit
KW - Perceived unfit
KW - Surprise
UR - http://www.scopus.com/inward/record.url?scp=85191801947&partnerID=8YFLogxK
U2 - 10.1016/j.jbusres.2024.114674
DO - 10.1016/j.jbusres.2024.114674
M3 - Article
AN - SCOPUS:85191801947
SN - 0148-2963
VL - 179
JO - Journal of Business Research
JF - Journal of Business Research
M1 - 114674
ER -