The DOI matches its Crossref record; 2 of the 2 references it cites were found in a registry or an index.
Affect generalization to similar and dissimilar brand extensions; consumer behavior seminar
Abstract
The effects of family branding were investigated in a laboratory experiment. Results showed a tendency for the overall affect associated with the brand name, to generalize new and different products. The mediating effects of similarity (between the current and new product) on this relationship were also demonstrated. The greater the similarity between the current and new product, the greater the transfer of positive or negative affect to that new product. The data also suggested that a brand's reputation for excellence in one product area may have a negative impact on consumer ratings of new products in an unrelated product area. Marketing implications are discussed.
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Cites
REMEMBERING: A STUDY IN EXPERIMENTAL AND SOCIAL PSYCHOLOGY
Bartlett, F. C., & Burt, C. (1933) · British Journal of Educational Psychology · doi:10.1111/j.2044-8279.1933.tb02913.x · Cited by 7,475
Dion, K., Berscheid, E., & Walster, E. (1972) · Journal of Personality and Social Psychology · doi:10.1037/h0033731 · Cited by 3,865
Cited by
The Effect of Brand Portfolio Characteristics on Consumer Evaluations of Brand Extensions
Dacin, P. A., & Smith, D. C. (1994) · Journal of Marketing Research · doi:10.1177/002224379403100207 · Cited by 474
A Survey-Based Method for Measuring and Understanding Brand Equity and Its Extendibility
Park, C. S., & Srinivasan, V. (1994) · Journal of Marketing Research · doi:10.1177/002224379403100210 · Cited by 446
Metadata
- Venue
- Psychology & Marketing
- Publisher
- Wiley
- Published
- 1987-09
- Volume
- 4
- Issue
- 3
- Pages
- 225-237
- ISSN
- 0742-6046 (ISSN-L)
- 1520-6793
- OpenAlex
- W4241405023
- Cited by
- 165
- References
- 2
- FWCI
- 1.78
- Type
- journal article
- Language
- en
- Open access
- closed
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- Affect generalization to similar and dissimilar brand extensions; consumer behavior seminar. (1987). Psychology & Marketing. https://doi.org/10.1002/mar.4220040306
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