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Affect generalization to similar and dissimilar brand extensions; consumer behavior seminar
Publication year - 1987
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220040306
Subject(s) - affect (linguistics) , similarity (geometry) , product (mathematics) , reputation , generalization , excellence , psychology , marketing , advertising , brand awareness , brand extension , social psychology , business , mathematics , computer science , communication , sociology , political science , social science , geometry , artificial intelligence , image (mathematics) , mathematical analysis , law
The effects of family branding were investigated in a laboratory experiment. Results showed a tendency for the overall affect associated with the brand name, to generalize new and different products. The mediating effects of similarity (between the current and new product) on this relationship were also demonstrated. The greater the similarity between the current and new product, the greater the transfer of positive or negative affect to that new product. The data also suggested that a brand's reputation for excellence in one product area may have a negative impact on consumer ratings of new products in an unrelated product area. Marketing implications are discussed.