THE CONSUMER EVALUATION OF BICYCLE BRAND EXTENSIONS AND THE RESOLUTION OF AESTHETIC INCONGRUITY

John Fitzgerald, Keiser University, Ft. Lauderdale, U.S.A.
Yan Luo-Beitler, Keiser University, Ft. Lauderdale, U.S.A.
Matthias Eggertsson, Keiser University, Ft. Lauderdale, U.S.A.

Published in

INTERNATIONAL JOURNAL OF STRATEGIC MANAGEMENT
Volume 19, Issue 2, p45-52, December 2019

ABSTRACT

The brand extension and the resolution of aesthetic incongruity are important factors when it comes to marketing strategy. The brand extension may help companies to bring in new products to market, using existing brand fame. Congruity looks at how individuals perceive their self-image and how others view them. Aesthetic incongruence occurs when the consumer perceives an imbalance. Aesthetic incongruence will drive the consumer to make choices. A survey was sent to 275 bicycle rides from eleven different countries. The results show that there is a distinct market for complimentary products, and women are more likely to be incongruent than men.

Keywords

bicycle branding, aesthetic incongruity, brand extensions


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