Dissimilar Extensions Effect on Prestige Brand Image
The impact of dissimilar extensions on prestige brands via experiment 2x4 – two brands of clothing and four extensions which varies in similarity from intermediate to weak – tests the dilution effect on parent brand image. Results show stronger brand suffers greater dilution effect, and confirm limits for prestige brands´ extensions.
Theodoro Agostinho Peters (2014) ,"Dissimilar Extensions Effect on Prestige Brand Image", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 805-805.
Theodoro Agostinho Peters, Fei Ignatian Educational Foundation University
NA - Advances in Consumer Research Volume 42 | 2014
Trapped in the rabbit hole: Life history strategies modulate the impact of mild stress on hedonic consumption
Bob Fennis, University of Groningen, The Netherlands
Justina Gineikiene, ISM University of Management and Economics
Dovile Barauskaite, ISM University of Management and Economics
Guido M. van Koningsbruggen, Vrije Universiteit Amsterdam
J2. Consistence vs. Variety: The Effect of Temporal Orientation on Variety Seeking
YUAN ZHANG, Xiamen University
SHAOQING ZHANG, Quanzhou Normal University
I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?
Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg