Order of entry and the moderating role of comparison brands in brand extension evaluation
Article Abstract:
The role of order of entry in moderating impact of fit of brand extension evaluation is studied. Late market entry brands benefit from comparison with pioneering brands having a lower fit with the extension category.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2008
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Effects of prototype and exemplar fit on brand extension evaluations: a two-process contingency model
Article Abstract:
A study on brand extension evaluations using two-process contingency model is examined. The model looks into brand prototype fit and product exemplar fit dimensions.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2006
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"My" Brand or "Our" Brand: The Effects of Brand Relationship Dimensions and Self-Construal on Brand Evaluations
Article Abstract:
The results of studies on the effect of individual- and group-level connections on consumers' brand loyalty are presented.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 2007
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