Theory of Categorization
Assumes that consumers organize indonesian numbers products by associating them with brands and their past experiences to avoid confusion in the variety of offerings. They classify new information about products into categories, such as their type (e.g., drink) and brand (e.g., Coca-Cola), and then remember it. Consumers then evaluate the quality of the product based on their previous experience with the brand and its reputation.
The popularity of the umbrella brand is also explained by this theory. When evaluating new products, consumers take into account not only the positive image of the brand, but also its compliance with their previous preferences and experience.
For example, if a person has had a positive experience with Apple products, he or she may rate the new version of the Macbook as better quality and more reliable than another product not related to the line.
False confirmation theory
Confirmation bias is when we look for or interpret evidence so that it confirms our existing beliefs. If a consumer prefers one brand over another, any addition that may be common to all brands will likely only reinforce that preference. Therefore, a positive brand image may not be influential if the consumer already has a choice.
Umbrella Brand Success Theories
Theory of schema correspondence
According to it, past experience is important for storing and retrieving new information from long-term memory. Schemes are individual cognitive images that determine perception, thinking, and behavior. Information is perceived and evaluated taking into account existing mental maps. New products are priced under the influence of the environment based on already formed cognitive schemes that were formed as a result of past experience.