Opportunity Or Challenge? the Impact of Exposure to Similar Extensions on the Extensions of Late Movers
This research examines consumers’ utilization of their knowledge concerning prior brand extensions when generating extension evaluations toward similar new product ideas from other follower brands. The results of two experiments suggest that consumers tend to generate more favorable extension evaluations when a prior successful versus failure example is available from another similar firm, beyond the assumed-to-be-dominant role of perceived fit.
Hakkyun Kim and Sharon Ng (2011) ,"Opportunity Or Challenge? the Impact of Exposure to Similar Extensions on the Extensions of Late Movers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.
Hakkyun Kim, Concordia University, Canada
Sharon Ng, Nanyang Technological University, Singapore
NA - Advances in Consumer Research Volume 38 | 2011
C6. How Does Unsatisfied Curiosity Stir Our Craving For Food?
Chen Wang, Drexel University, USA
I8. How Food Images on Social Media Influence Online Reactions
Annika Abell, University of South Florida, USA
Dipayan Biswas, University of South Florida, USA
Cultural Values and Consumers’ Brand Preference
Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio