| dc.contributor | 企管系 | en_US |
| dc.creator (作者) | Shen, Yung-Cheng ; Bei, Lien-Ti ; Chu, Chia-Hsien | en_US |
| dc.creator (作者) | 沈永正;別蓮蒂;朱家賢 | zh_TW |
| dc.date (日期) | 2011-01 | en_US |
| dc.date.accessioned | 26-Feb-2014 16:02:18 (UTC+8) | - |
| dc.date.available | 26-Feb-2014 16:02:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 26-Feb-2014 16:02:18 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/64247 | - |
| dc.description.abstract (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. | en_US |
| dc.format.extent | 127647 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | Psychology and Marketing, 28(1), 91-113 | en_US |
| dc.title (題名) | Consumer Evaluations of Brand Extension: the Roles of Case-based Reminding on Brand-to-brand Similarity | en_US |
| dc.type (資料類型) | article | en |
| dc.identifier.doi (DOI) | 10.1002/mar.20382 | en_US |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1002/mar.20382 | en_US |
