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
Share Proceeding
Featured papers
See MoreFeatured
Better Marketing for a Better World
Jonah Berger, University of Pennsylvania, USA
Jonathan Zev Berman, London Business School, UK
Darren Dahl, University of British Columbia, Canada
Markus Giesler, York University, Canada
Rebecca Hamilton, Georgetown University, USA
Gita Venkataramani Johar, Columbia University, USA
John Lynch, University of Colorado, USA
Andrea Morales, Arizona State University, USA
Featured
Give Me Something of Yours: The Downside of Digital (vs. Physical) Exchanges
Anne Wilson, Harvard Business School, USA
Shelle Santana, Harvard Business School, USA
Neeru Paharia, Georgetown University, USA
Featured
Communicating a Promise of Change: Visual Steps Enhance Process Imagery
Luca Cian, University of Virginia, USA
aradhna krishna, University of Michigan, USA
Chiara Longoni, Boston University, USA