The Effect of Vertical Extensions’ Cognitive Mediation on Parent Brand’S Reciprocal Evaluation and Associations’ Structure Changes:An Accessibility-Diagnosticity Perspective

Launching a new upward vertical extension inherently grabs target consumers’ attention. The level of accessibility of relevant parent brand associations before launch can balance the effect of the new extension on the parent brand’s attitude and cognitive structure after launch. Based on a 2 x 2 experimental random design, subjects in pre-launch high accessibility/diagnostic task’s cells neutralized the mediating effect of the upward extension on PB’s reciprocal attitude which was not the case for low accessibility cells. In terms of PB reciprocal associations structure neither the high or low accessibility cells could ponder the effect of the upward extension.



Citation:

Jean Boisvert (2011) ,"The Effect of Vertical Extensions’ Cognitive Mediation on Parent Brand’S Reciprocal Evaluation and Associations’ Structure Changes:An Accessibility-Diagnosticity Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 115-116.

Authors

Jean Boisvert, American University of Sharjah, UAE



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

The Self-Perception Connection: Why Consumers Devalue Unattractive Produce

Lauren Grewal, Dartmouth College, USA
Jillian Hmurovic, University of Pittsburgh, USA
Cait Lamberton, University of Pittsburgh, USA
Rebecca Walker Reczek, Ohio State University, USA

Read More

Featured

Nostalgiacising: A Performative Theory of Nostalgic Consumption

Ela Veresiu, York University, Canada
Ana Babic Rosario, University of Denver
Thomas Derek Robinson, City University of London, UK

Read More

Featured

F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers

Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.