The Brand Anchoring Effect: a Judgment Bias Resulting From Brand Awareness and Temporary Accessibility

Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer-based brand equity models, we predict a brand anchoring effect in which high awareness brands are used as anchors in forming impressions of co-branded entities. Comparing the brand personality profiles of fictitious brand alliances with high and low awareness brands, we find a brand anchoring effect in studies 1 and 2. Moreover, in study 3 we show that the effect generalizes to specific brand characteristics; we also demonstrate that the effect is driven by making brand-related information more available. Future research on brand awareness and on anchoring effects is discussed.



Citation:

Franz-Rudolf Esch, Bernd H. Schmitt, Joern Redler, and Tobias Langner (2007) ,"The Brand Anchoring Effect: a Judgment Bias Resulting From Brand Awareness and Temporary Accessibility", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 498-499.

Authors

Franz-Rudolf Esch, Justus Liebig University Giessen, Germany
Bernd H. Schmitt, Columbia Business School New York, USA
Joern Redler, Madeleine Mode, Germany
Tobias Langner, Justus Liebig University Giessen, Germany



Volume

NA - Advances in Consumer Research Volume 34 | 2007



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