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.