Oakley, James L.; Duhachek, Adam; Balachander, Subramanian - In: Journal of Consumer Research 34 (2008) 5, pp. 706-712
The current research proposes that order of entry moderates the impact of fit on brand extension evaluation. We conceptualize a model in which new brands enter the market dynamically, driving consumers to engage in differential processing as a function of pioneer and follower evaluation...