The Interactive Effects of Self-Connection and Self-Esteem in the Affect Transfer Process of Consumer Brand Extension Evaluations

More and more brands with a distinct brand personality have broken the rule of “fit” in brand extension practice, successfully extending themselves into distant categories. A pilot study verifies that brand personality influences brand extension attitude through two antecedents: (1) the fit between the extended category and the original brand personality, and (2) self-connection of the consumer to the brand. Further, self-esteem moderates the latter mechanism, which indicates that consumers of higher self-confidence are more willing to transfer the original affect (self-connection) directly to the extension without a fitting process.



Citation:

Zhuohao Chen and Qing Wang (2011) ,"The Interactive Effects of Self-Connection and Self-Esteem in the Affect Transfer Process of Consumer Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 896-897.

Authors

Zhuohao Chen, Warwick Business School, University of Warwick, UK
Qing Wang, Warwick Business School, University of Warwick, UK



Volume

NA - Advances in Consumer Research Volume 39 | 2011



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