The Brand Anchoring Effect: a Judgment Bias Resulting From Brand Awareness and Temporary Accessibility

Franz-Rudolf Esch, Justus Liebig University Giessen, Germany
Bernd H. Schmitt, Columbia Business School New York, USA
Joern Redler, Madeleine Mode, Germany
Tobias Langner, Justus Liebig University Giessen, Germany
Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer-based brand equity models, we predict a brand anchoring effect in which high awareness brands are used as anchors in forming impressions of co-branded entities. Comparing the brand personality profiles of fictitious brand alliances with high and low awareness brands, we find a brand anchoring effect in studies 1 and 2. Moreover, in study 3 we show that the effect generalizes to specific brand characteristics; we also demonstrate that the effect is driven by making brand-related information more available. Future research on brand awareness and on anchoring effects is discussed.
[ to cite ]:
Franz-Rudolf Esch, Bernd H. Schmitt, Joern Redler, and Tobias Langner (2007) ,"The Brand Anchoring Effect: a Judgment Bias Resulting From Brand Awareness and Temporary Accessibility", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 498-499.