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.



Citation:

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.

Authors

Wu Zhiyan, Shanghai University of International Business and Economics
Luo Jifeng, Shanghai Jiao Tong University
Liu Xin, Shanghai University of International Business and Economics



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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