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Consumer-brand relationship quality: When and how it helps brand extensions☆
| Content Provider | Semantic Scholar |
|---|---|
| Author | Kim, Kyeongheui Park, Jongwon Kim, Jungkeun |
| Copyright Year | 2014 |
| Abstract | Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect generalizes. Study results suggest that this effect only occurs for two moderately-low-fit extensions: the extension and the parent are similar product categories with inconsistent attributes, or dissimilar product categories with consistent attributes. Two different cognitive processes underlie the BRQ effects depending on these conditions. |
| Starting Page | 591 |
| Ending Page | 597 |
| Page Count | 7 |
| File Format | PDF HTM / HTML |
| DOI | 10.1016/j.jbusres.2013.03.001 |
| Alternate Webpage(s) | http://www.hadjarian.com/brand/1-s2.0-S0148296313000763-main.pdf |
| Alternate Webpage(s) | https://doi.org/10.1016/j.jbusres.2013.03.001 |
| Volume Number | 67 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
