Brand Diversity in Extension Feedback Effects
The results reveal that, for brands with similar brand extensions, the impact of negative extension information on high- (vs. low-) diversity brands is more pronounced. However, for brands with dissimilar brand extensions, the impacts of negative extension information on high- and low-diversity brands are identical.
Joseph W. Chang (2015) ,"Brand Diversity in Extension Feedback Effects", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 319-319.
Joseph W. Chang, Vancouver Island University, Canada
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
R11. The Influence of Brand Rituals on Perceived Brand Authenticity
Lijing Zheng, University of Hong Kong
Echo Wen Wan, University of Hong Kong
Zhongqiang (Tak) Huang, University of Hong Kong
I, Me, Mine: The Effect of the Explicitness of Self-Anchoring on Consumer Evaluations
Adrienne E Foos, Mercyhurst University
Kathleen A Keeling, University of Manchester, UK
Debbie I Keeling, University of Sussex
Product Retention (vs. Acquisition) Choices and Preference for Person-Related Features
Liad Weiss, University of Wisconsin - Madison, USA