Understanding the Role of Brand Personality Fit and the Moderating Effect of Self-Connection in Brand Extension Evaluations

This research is to explicate why some brands with strong brand personality are easier to extend to dissimilar categories. Such brand extensions serve for the specific group of consumers who have perception of brand personality fit, which is supposed to be a dimension of perceived fit and is accessible when the individual is emotionally connected to the brand. Preliminary empirical results reveal the significant relationship between brand personality fit and consumer brand extension evaluations as well as the moderating effect of self-connection upon this relationship.



Citation:

Zhuohao Chen and Zhi Lu (2010) ,"Understanding the Role of Brand Personality Fit and the Moderating Effect of Self-Connection in Brand Extension Evaluations", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 778-779 .

Authors

Zhuohao Chen, University of Warwick, UK
Zhi Lu, Fudan University, China



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

A8. Do You Accept The Terms And Conditions? The Role Of Trust And Hedonic Content On Self-Disclosure To Apps

Carla Freitas Silveira Netto, UFRGS
Simoni F Rohden, UFRGS
Marina de Wallau Lugoch, Federal University of Rio Grande do Sul (UFRGS)
Natalia Englert, UFRGS
Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)

Read More

Featured

Rejecting Moralized Products: Moral Identity as a Predictor of Reactance to “Vegetarian” and “Sustainable” Labels

Rishad Habib, University of British Columbia, Canada
Yann Cornil, University of British Columbia, Canada
Karl Aquino, University of British Columbia, Canada

Read More

Featured

Can Fear Be Eaten? Emotional and Behavioral Consequences of Intake of Fear-inducing Food or Drink

Jiangang Du, Nankai University
Qiuying Zheng, Beijing University of Chinese Medicine
Michael K. Hui, Chinese University of Hong Kong, China
Xiucheng Fan, Fudan University, China

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.