When new products are announced, stakeholders often expect them to be congruent with the brand. Nevertheless, brands often go against stakeholders' expectations and announce less congruent new products. However, the effects of brand congruence on consumers' brand engagement (i.e., the sharing and commenting of posts) are not well understood. Drawing on schema-congruity theory, we show that (1) consumers are more curious about less congruent new products announced on social media, (2) this curiosity drives their intention to engage with the posted announcement, and (3) brand background operates as a boundary condition of this effect. While prior work shows that high congruence drives positive evaluations of brand extensions, we find that this positive effect only holds for brands with a traditional (vs. non-traditional) background. We demonstrate the robustness of our findings across three experiments using real and fictitious brands.
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