Brand Extensions - It's All About Managing Accessibility
We demonstrate that using benefit-based brand extensions and selecting extension categories that can be subsequently subsumed into more abstract categories reduces interference in memory from category associations–allowing for easier retrieval of diagnostic of brand benefit associations.
Adrian Peretz and Lars Olsen (2016) ,"Brand Extensions - It's All About Managing Accessibility", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 754-754.
Adrian Peretz, Kristiania University College, Norway
Lars Olsen, Kristiania University College, Norway
NA - Advances in Consumer Research Volume 44 | 2016
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore
Trust No One. Verify Everything: Bitcoin
Mariam Humayun, York University, Canada
Russell W. Belk, York University, Canada
Anticipated Interpersonal Feedback Reshapes Other-oriented Intertemporal Choices
Adelle Xue Yang, National University of Singapore, Singapore
Oleg Urminsky, University of Chicago, USA