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Brand Extensions of Experiential Goods
Movie Sequel Evaluations

Authors:
Sanjay Sood
Xavier Drèze

Publisher:
Journal of Consumer Research
2006, 33 (3), 352-60

Abstract:
Three studies examine movie sequels as brand extensions in a hedonic goods context. Using multiple methodologies, we find support for a satiation model rather than the traditional categorization model of brand extension evaluations. Consistent with the satiation model, increased reliance on the original movie as the primary basis for evaluations resulted in less favorable sequel evaluations. In study 1, dissimilar sequels were preferred to similar sequels when the new movie used a numbering title strategy (Daredevil 2) but not when using a naming title strategy (Daredevil: Taking it to the Streets). We attribute this result to the fact that with numbered sequels satiation is enhanced because participants rely more heavily on the original movie as a basis for evaluations compared to named sequels (study 2). A database containing consumer ratings of several hundred movies provided external validity for the results (study 3).
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