Brand Extension Failure and Parent Brand Penalty: the Role of Implicit Theories
In the current research, five studies support the premise that consumers’ implicit theory orientation influences the severity of negative feedback effects following an extension failure. Entity (vs. incremental) theorists penalize parent brands more after a failed extension due to their belief that brands have higher (vs. lower) entitativity.
Shailendra Pratap Jain, Pragya Mathur, Mathew S. Isaac, Huifang Mao, and Durairaj Maheswaran (2020) ,"Brand Extension Failure and Parent Brand Penalty: the Role of Implicit Theories", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 851-856.
Shailendra Pratap Jain, University of Washington, USA
Pragya Mathur, Baruch College, USA
Mathew S. Isaac, Seattle University, USA
Huifang Mao, Iowa State University, USA
Durairaj Maheswaran, New York University, USA
NA - Advances in Consumer Research Volume 48 | 2020
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