The Role of Hubristic and Authentic Pride in Brand Extension Evaluations

Nguyen Pham, Arizona State University, USA
Naomi Mandel, Arizona State University, USA
This research investigates the influence of two facets of pride (hubristic and authentic) on evaluations of brand extensions. We propose and find that hubristic pride (vs. authentic pride) promotes a holistic cognitive processing style, leading to higher perception of brand extension fit and more favorable attitudes toward brand extensions. The effect of hubristic (vs. authentic) pride on brand extensions was be more pronounced with far extensions than with close extensions.
[ to cite ]:
Nguyen Pham and Naomi Mandel (2015) ,"The Role of Hubristic and Authentic Pride in Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 802-802.