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https://ah.lib.nccu.edu.tw/handle/140.119/64247
題名: | Consumer Evaluations of Brand Extension: the Roles of Case-based Reminding on Brand-to-brand Similarity | 作者: | Shen, Yung-Cheng ; Bei, Lien-Ti ; Chu, Chia-Hsien 沈永正;別蓮蒂;朱家賢 |
貢獻者: | 企管系 | 日期: | Jan-2011 | 上傳時間: | 26-Feb-2014 | 摘要: | Utilizing the case-based reminding theory in analogical reasoning, this research proposes that the evaluation of a brand extension can be improved by reminding consumers of a similar brand in the extension category. This effect is derived from a brand-to-brand similarity, in addition to the product-to-product and brand-to-product similarity identified in prior literature. Experiment 1 explores the idea that the effect of similar case reminders is most pronounced in moderately similar extensions than in highly similar or highly dissimilar extensions due to schema congruity. Experiments 2 and 3 distinguish the levels of similarity (i.e., product-to-product, brand-to-product, and brand-to-brand similarity) as a source of consumers` evaluations on a brand extension and further eliminate an alternative explanation of instantaneous learning in the advertisement setup of Experiment 1. | 關聯: | Psychology and Marketing, 28(1), 91-113 | 資料類型: | article | DOI: | http://dx.doi.org/10.1002/mar.20382 |
Appears in Collections: | 期刊論文 |
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