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.
Citation:
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.
Authors
Joseph W. Chang, Vancouver Island University, Canada
Volume
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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