Brand Diversity and Brand Similarity Impacts on Brand Evaluations

Abstract

This research examined the joint impact of brand diversity and brand similarity upon brand evaluations. The results revealed that low-diversity brands are favored over high-diversity brands, whereas high-similarity brands are favored over low-similarity brands. High-diversity narrow brands are favored over high-diversity broad brands, whereas low-diversity narrow and broad brands are favored identically. Additionally, low-diversity narrow brands are favored over high-diversity narrow brands, whereas low-diversity broad brands are favored over high-diversity broad brands. The findings of extant research that narrow brands are preferred over broad brands are true only when the quality diversities of both brands are high.