Perceived Entitativity and Accessibility-Diagnositicity As Moderators of Reciprocal Extension Effects

Joseph W. Chang, Vancouver Island University, Canada
Paul R Jackson, Manchester Business School, UK
Yung-Chien Lou, National Chengchi Uniersity, Taiwan
This research examined the effects of the perceived entitativity of family brands and the accessibility of brand extension information on family brand evaluations. Both high- and low-entitative family brands were enhanced and diluted by positive and negative extension information respectively.
[ to cite ]:
Joseph W. Chang, Paul R Jackson, and Yung-Chien Lou (2011) ,"Perceived Entitativity and Accessibility-Diagnositicity As Moderators of Reciprocal Extension Effects", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.