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

H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption

Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management

Read More

Featured

Safety or Luxury: The Effect of Competitiveness on Consumer Preference in Social Crowding

Lijun Zhang, Nanyang Technological University, Singapore
Yee Ling, Elaine Chan, Nanyang Technological University, Singapore

Read More

Featured

P10. Omission Bias in the Gain vs. Loss Domain

Jen H. Park, Stanford University, USA

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.