The DOI matches its Crossref record; 36 of the 36 references it cites were found in a registry or an index.
The Influence of Positive Mood on Brand Extension Evaluations
Abstract
The current research examines how positive mood influences consumer evaluations of brand extensions. As a means of addressing this issue, we integrate findings from prior research on brand extensions with those concerning the effect of mood on similarity and evaluative judgments. Our results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to a favorably evaluated core brand. This pattern of effects prevailed in separate studies using two different types of mood manipulations. The evidence supports a mood process in which the influence of positive mood on extension evaluations is mediated by its effects on perceptions of the similarity between the core brand and the extension as well as the perceived competency of the marketer in producing the extension. Implications of these findings for marketing managers are presented along with suggestions for further research.
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Family resemblances: Studies in the internal structure of categories
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Consumer Evaluations of Brand Extensions
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Positive affect facilitates creative problem solving.
Isen, A. M., Daubman, K. A., & Nowicki, G. P. (1987) · Journal of Personality and Social Psychology · doi:10.1037/0022-3514.52.6.1122 · Cited by 2,986
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Cited by
Investor Psychology and Asset Pricing
(2001) · The Journal of Finance · doi:10.1111/0022-1082.00379 · Cited by 2,357
Isen, A. M. (2001) · Journal of Consumer Psychology · doi:10.1207/s15327663jcp1102_01 · Cited by 763
Drivers of Brand Extension Success
Völckner, F., & Sattler, H. (2006) · Journal of Marketing · doi:10.1509/jmkg.70.2.018 · Cited by 665
Purchase and consumption habits: not necessarily what you intend
Ji, M. F., & Wood, W. (2007) · Journal of Consumer Psychology · doi:10.1016/s1057-7408(07)70037-2 · Cited by 336
Reflections on customer-based brand equity: perspectives, progress, and priorities
Keller, K. L. (2016) · AMS Review · doi:10.1007/s13162-016-0078-z · Cited by 326
Metadata
- Authors
- Barone, M. J., Miniard, P. W., & Romeo, J. B.
- Venue
- Journal of Consumer Research
- Publisher
- Oxford University Press (OUP)
- Published
- 2000-03
- Volume
- 26
- Issue
- 4
- Pages
- 386-400
- ISSN
- 0093-5301 (ISSN-L)
- 1537-5277
- OpenAlex
- W2011108824
- Cited by
- 282
- References
- 36
- FWCI
- 30.07
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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