Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1017566 | Journal of Business Research | 2014 | 7 Pages |
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.
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Authors
Kyeongheui Kim, Jongwon Park, Jungkeun Kim,