The Mediation of Family Brand Entitativity on Extension Feedback Effects

This research examined the effects of family brand entitativity on extension feedback effects under high and low accessibility situations. Research results indicated that family brand entitativity mediated extension feedback effects on family brand evaluations under both high and low accessibility situations. In comparison, family brand entitativity yielded complete mediation under high accessibility situation, whereas partial mediation on extension feedback effects was observed under low accessibility situation.



Citation:

Joseph W. Chang, Yung-Chien Lou, and Crystal Lee (2011) ,"The Mediation of Family Brand Entitativity on Extension Feedback Effects", 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: 57-58.

Authors

Joseph W. Chang, Vancouver Island University, Canada
Yung-Chien Lou, National Chengchi University, Taiwan
Crystal Lee, National Chengchi University, Taiwan



Volume

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



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