Is Congruity Desirable For Brand Extensions? a Conceptual and Meta-Analytic Review
This paper provides a conceptual and meta-analytical review of the congruity literature for brand extensions, by not only synthesizing the theoretical foundation of the congruity effect and estimating the overall mean effect of congruity, but also examining various theoretical and methodological moderators of the congruity effect.
Qian (Claire) Deng and Paul Richard Messinger (2018) ,"Is Congruity Desirable For Brand Extensions? a Conceptual and Meta-Analytic Review", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 86-91.
Qian (Claire) Deng, University of Prince Edward Island
Paul Richard Messinger, University of Alberta, Canada
NA - Advances in Consumer Research Volume 46 | 2018
It’s About Trust: The Diffusion of Deviant Consumer Behavior
Peter Voyer, University of Windsor
Time-insensitive Budget Tracking: Nudging Consumers to Spread out Spending over Time
Liang Huang, University of Arizona, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Taking a Leaf out of my Review: The Asymmetrical Link between Linguistic Similarity and Attitude Certainty for Writers and Readers of Product Reviews
Ann Kronrod, University of Massachusetts, USA
Yakov Bart, Northeastern University, USA