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The impact of parent brand attribute associations and affect on brand extension evaluation

✍ Scribed by Sobodh Bhat; Srinivas K Reddy

Book ID
117320476
Publisher
Elsevier Science
Year
2001
Tongue
English
Weight
146 KB
Volume
53
Category
Article
ISSN
0148-2963

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## Abstract This research investigates the influence of two affective cues, namely, attitude toward the parent brand and attitude toward the extension ad, on brand‐extension evaluation. Results show that as perceived congruity between the extension and the parent brand decreases, the influence of a