2B Product Line Extensions Hurts the Brand Owners: Psychological Ownership As a Mediator

We examine the impact of product line extensions on brand preference and investigate the moderating effect of ownership status. Our studies show that owners and non-owners react differently towards product extensions: brand’s upward line extensions negatively affect owners’ preference for the brand by reducing owners' psychological ownership of the brand.



Citation:

Wonsuk Jung, Joann Peck, Mauricio Palmeira, and Kyeongheui Kim (2019) ,"2B Product Line Extensions Hurts the Brand Owners: Psychological Ownership As a Mediator", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 977-977.

Authors

Wonsuk Jung, University of Wisconsin - Madison, USA
Joann Peck, University of Wisconsin - Madison, USA
Mauricio Palmeira, Sungkyunkwan University, South Korea
Kyeongheui Kim, Sungkyunkwan University, South Korea



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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