Abstract
Marketing has been mostly interested in explaining choice of single brands. However, many times consumers satisfy goals by consuming brands from complementary product categories simultaneously, that is, they choose a brand constellation. We demonstrate empirically that both constellation-related variables (perceived product and brand fit) and brand-related (product-level typicality and brand attitude) variables are positively related to choice of brand constellations. Interestingly, brand attitude is not as important as perceived fit and typicality, suggesting that marketers may leverage their brands by linking product categories closer to consumption goals and by linking the brand closer to complementary brands. Theoretical implications are also discussed.