R7. How and Why Life Transition Influences Brand Extension Evaluation
Life transition is a ubiquitous aspect of life and occurs as people transcend various life stages. Four studies showed that life transition resulted in higher perceived fit and more favorable brand extension evaluation. This effect is mediated by self-concept ambiguity, and consequently, dialectical thinking.
lei su, Alokparna (Sonia) Monga, and Yuwei Jiang (2018) ,"R7. How and Why Life Transition Influences Brand Extension Evaluation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 929-929.
lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University
NA - Advances in Consumer Research Volume 46 | 2018
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