Perceptual Fit in Symbolic Brands: Evaluation From a Brand Personality Perspective

The focus of this study is to examine the moderated mediation model for invoking brand affect in extension brands. The model examines how brand image fit would mediate the relationship between brand personality fit and brand affect. Self-monitoring is examined as a moderator to this mediation process. Through an experimental study with two symbolic brands, it was revealed that brand image fit would mediate how brand personality fit would elicit positive affect on an extension brand. High (versus low) self-monitors were found to experience stronger positive affect towards the extension brand as a result of this mediation process.


Kong Cheen Lau and Ian Phau (2006) ,"Perceptual Fit in Symbolic Brands: Evaluation From a Brand Personality Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 144-145.


Kong Cheen Lau, Curtin Business School, Australia
Ian Phau, Curtin Business School, Australia


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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