The Context (In)Dependence of Brand Extension Feedback Effects
Consumers who consider brand extensions in terms of attributes evaluate the parent brand based on extension-fit, while consumers who think in terms of benefits are less likely to rely on extension-fit. Consumers’ context-dependence is implicated as an important factor that determines whether individuals think in attribute or benefit terms.
Pragya Mathur and Durairaj Maheswaran (2013) ,"The Context (In)Dependence of Brand Extension Feedback Effects", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 279-280.
Pragya Mathur, Baruch College, USA
Durairaj Maheswaran, New York University, USA
E - European Advances in Consumer Research Volume 10 | 2013
Shopping for Freedom: Moroccan Women's Experience in Supermarkets
Delphine Godefroit-Winkel, Toulouse Business School, Casablanca Campus
lisa penaloza, Kedge Business School
Sammy Kwaku Bonsu, Ghana Institute of Management and Public Administration
G10. The Effects of self-construal on evaluations of brand logo colors
Eunmi Jeon, Sungkyunkwan University
Myungwoo Nam, Georgia Tech, USA
Understanding Trust Formation in Peer-to-peer Social Commerce
Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA