I Don’T Care If You’Re Committed, But “We” Do: How Group Brand Connections Affect Access-Based Brand Extension Evaluations

Aaron J. Barnes, University of Illinois at Urbana-Champaign, USA
Tiffany White, University of Illinois at Urbana-Champaign, USA
The present paper extends prior brand extension research by exploring how evaluations differ when extension users do not own the extension. Observers with group brand connection evaluate extensions that allow users to access (vs. own) the brand based on its users’ perceived commitment, not fit with the parent brand.
[ to cite ]:
Aaron J. Barnes and Tiffany White (2017) ,"I Don’T Care If You’Re Committed, But “We” Do: How Group Brand Connections Affect Access-Based Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 515-517.