Premium
Extending the brand image on new products: the facilitative effect of happy mood states
Author(s) -
Greifeneder Rainer,
Bless Herbert,
Kuschmann Thorsten
Publication year - 2007
Publication title -
journal of consumer behaviour
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.811
H-Index - 43
eISSN - 1479-1838
pISSN - 1472-0817
DOI - 10.1002/cb.205
Subject(s) - mood , psychology , product (mathematics) , negative mood , brand image , advertising , social psychology , product category , business , mathematics , geometry
Investigates the influence of mood and brand favorability on the evaluation of brand extensions. It is argued that affective states have an impact on the likelihood that the evaluation of a new product is based on the implications of the brand rather than on the implications of the features of the new product. Specifically, participants reported more positive evaluations of a new product when it was introduced by a positive rather than a negative brand – and this differential impact of category information was more pronounced for participants in a positive compared to a neutral or a negative mood. Copyright © 2007 John Wiley & Sons, Ltd.