The brand anchoring effect: A judgment bias resulting from brand awareness and temporary accessibility
✍ Scribed by Franz-Rudolf Esch; Bernd H. Schmitt; Joern Redler; Tobias Langner
- Publisher
- John Wiley and Sons
- Year
- 2009
- Tongue
- English
- Weight
- 131 KB
- Volume
- 26
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
Abstract
Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer‐based brand equity models, high awareness brands are expected to serve as anchors for forming impressions of co‐branded entities. Comparing the brand personality profiles of fictitious brand alliances with high and low awareness brands, the brand anchoring effect is found in Studies 1 and 2. Moreover, Study 3 shows that the effect generalizes to specific brand characteristics and results from making brand‐related information more available. Future research on brand awareness and on the brand anchoring effect is discussed. © 2009 Wiley Periodicals, Inc.