Consumer evaluations of extensions and their effects on the core brand
โ Scribed by Grime, Ian; Diamantopoulos, Adamantios; Smith, Gareth
- Book ID
- 125513480
- Publisher
- Emerald Group Publishing Limited
- Year
- 2002
- Tongue
- English
- Weight
- 185 KB
- Volume
- 36
- Category
- Article
- ISSN
- 0309-0566
No coin nor oath required. For personal study only.
๐ SIMILAR VOLUMES
Utilizing the case-based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be improved by reminding consumers of a similar brand in the extension category. This effect is derived from a brand-to-brand similarity, in addition to the product-
This research examines the role consumption situations play in determining the effects of brand image on consumers' brand evaluations. Results from the first experiment suggest that when consumption situations are experimentally manipulated for the same brand, conspicuousness does not significantly