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Does Loving a Brand Mean Loving Its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations
The assessment of an extension product's fit with its core brand often requires one to identify specific characteristics of the extension and to compare them with the core brand's characteristics. However, when consumers encounter a product in the marketplace, they are unlikely to engage in extensive cognitive deliberation. Rather, they may evaluate a brand extension based on their subjective, affective reactions to the core brand without considering any specific features of the extension, or the extent to which the extension fits with the core brand category. They may interpret these affective feelings as an indication of how much they like the extension and form initial impressions of it based on these feelings alone. To this extent, consumers who feel good about a core brand may evaluate its extension favorably, even if it is highly dissimilar to the core. However, not all brands are likely to stimulate consumers' affective reactions, the authors contend. For brands that do not elicit affect, consumers are likely to judge their extensions on the basis of the judgment-relevant criteria that they typically use to evaluate brand extensions.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Market research placebo effect |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |