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.



Citation:

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.

Authors

Joseph W. Chang, Vancouver Island University, Canada



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

Anchors as Midpoints: it’s not the Size of the Adjustment that Counts, it’s the Direction

Joshua Lewis, University of Pennsylvania, USA
Joseph P. Simmons, University of Pennsylvania, USA

Read More

Featured

Intentionally “Biased”: People Purposefully Use To-Be-Ignored Information, But Can Be Persuaded Not To

Berkeley Jay Dietvorst, University of Chicago, USA
Uri Simonsohn, University of Pennsylvania, USA

Read More

Featured

Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.