Brand Constructs and Extension Feedback Effects: Perspectives of Categorical Similarity, Functional Cohesiveness, and Quality Diversity
This research advances extension feedback effect research to the perspective of brand construct, specifically in categorical similarity, functional cohesiveness, and quality diversity. The results of three experimental studies reveal that negative extension information instigates more negative influence on brands with categorically similar, functionally cohesive, and qualitatively diversify brand extensions.
Joseph W. Chang (2015) ,"Brand Constructs and Extension Feedback Effects: Perspectives of Categorical Similarity, Functional Cohesiveness, and Quality Diversity", 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
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