R10. Emotional-Transference Or Exclusivity? An Emotional Attachment Approach to Brand Extension For Cultural and Creative Products
This research uses three studies to examine how brand fit and self-construal moderate the relationship between brand attachment (emotional-transference versus exclusive) and the brand extension effect and how online social interaction moderates the moderating effect of self-construal on the relationship between brand attachment and the brand extension effect.
Wu Zhiyan, Luo Jifeng, and Liu Xin (2018) ,"R10. Emotional-Transference Or Exclusivity? An Emotional Attachment Approach to Brand Extension For Cultural and Creative Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 939-939.
Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics
NA - Advances in Consumer Research Volume 46 | 2018
O7. Helpful Mental Shortcuts or a Shortcut to Bias? Two Perspectives on Heuristics and One New Direction for Consumer Research
Carly Drake, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada
Brought To You Live”: On The Consumption Experience of Live Social Media Streams
Nofar Duani, New York University, USA
Alixandra Barasch, New York University, USA
Adrian Ward, University of Texas at Austin, USA
M12. From the Occult to Mainstream – Tracing Commodification of the Spiritual in the Context of Alternative Spiritualities
Richard Kedzior, Bucknell University