How Ownership Judgments Affect Brand Extension Evaluations

Aaron Barnes, University of Illinois at Urbana-Champaign, USA
Tiffany White, University of Illinois at Urbana-Champaign, USA
We find evidence suggesting that, when brands extend into contexts where the user’s ownership is ambiguous, brand extension evaluations operate through how observers evaluate the user. We also demonstrate that these effects disappear when the consumer does not have a strong self-brand connection.
[ to cite ]:
Aaron Barnes and Tiffany White (2016) ,"How Ownership Judgments Affect Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 719-719.