caa a22 4500 46906739X CHVBK 20180323132912.0 cr unu---uuuuu 170328e19920401xx s 000 0 eng 10.1007/BF00993991 doi (NATIONALLICENCE)springer-10.1007/BF00993991 Contextualized representations of brand extensions: Are feature lists or frames the basic components of consumer cognition? [Elektronische Daten] [Bernd Schmitt, Laurette Dubé] According to the common view in consumer behavior, consumers represent brands and product categories mentally as lists of independent product features and engage in feature matching when they evaluate brand-product category compounds such as brand extensions. However, we demonstrate that brand extension concepts are subject to context effects and largely contextually organized — empirical evidence which suggests that they are represented by more flexible mental structures than independent feature lists. As an alternative, brand extensions (e.g., McDonald's Theme Park) may be viewed as conceptual combinations in which the original brand or company name (e.g., McDonald's) acts on the "head concept” of the extension category (e.g., theme parks) as a "modifier.” Moreover, we suggest that the contextual and relational structure of brand extensions may be explained more adequately by mental frames than feature list representations. Kluwer Academic Publishers, 1992 Brand Extensions nationallicence Categorization nationallicence Feature List Representations nationallicence Frame Theory nationallicence Schmitt Bernd Graduate School of Business, Columbia University, 10027, New York, NY aut Dubé Laurette Dept. of Nutrition, Université de Montréal, H3C 3J7, Montreal, Quebec aut Marketing Letters Kluwer Academic Publishers 3/2(1992-04-01), 115-126 0923-0645 3:2<115 1992 3 11002 https://doi.org/10.1007/BF00993991 text/html Onlinezugriff via DOI 1 research-article jats NATIONALLICENCE 856 40 https://doi.org/10.1007/BF00993991 text/html Onlinezugriff via DOI NATIONALLICENCE 700 1- Schmitt Bernd Graduate School of Business, Columbia University, 10027, New York, NY aut NATIONALLICENCE 700 1- Dubé Laurette Dept. of Nutrition, Université de Montréal, H3C 3J7, Montreal, Quebec aut NATIONALLICENCE 773 0- Marketing Letters Kluwer Academic Publishers 3/2(1992-04-01), 115-126 0923-0645 3:2<115 1992 3 11002 Metadata rights reserved Springer special CC-BY-NC licence nationallicence BK010053 XK010053 XK010000 NATIONALLICENCE NATIONALLICENCE NL-springer