In the context of brand extensions, stretchability of a brand depends on:
A) consumers' rejection of the fit between the parent brand and other products on which it appears.
B) preventing the transfer of meaning from the new branded product to the original brand schema.
C) the usage differences between parent brand and associated products.
D) finding consumers with the same degree of liking for a parent brand.
E) consumers' ability to process relationships between the parent brand and associated products.

Question

Quizplus · Accepted Answer

Stretchability of a brand depends on consumers' ability to process relationships between the parent brand and associated products. This means that consumers should be able to understand how the new product fits within the existing brand portfolio and perceive a logical connection between the new product and the parent brand. If consumers are unable to process this relationship, they may reject the brand extension, and the brand may lose its core identity.

In the Context of Brand Extensions, Stretchability of a Brand