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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 2011-01
上傳時間 26-二月-2014 16:02:18 (UTC+8)
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
dc.contributor 企管系en_US
dc.creator (作者) Shen, Yung-Cheng ; Bei, Lien-Ti ; Chu, Chia-Hsienen_US
dc.creator (作者) 沈永正;別蓮蒂;朱家賢zh_TW
dc.date (日期) 2011-01en_US
dc.date.accessioned 26-二月-2014 16:02:18 (UTC+8)-
dc.date.available 26-二月-2014 16:02:18 (UTC+8)-
dc.date.issued (上傳時間) 26-二月-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), 91-113en_US
dc.title (題名) Consumer Evaluations of Brand Extension: the Roles of Case-based Reminding on Brand-to-brand Similarityen_US
dc.type (資料類型) articleen
dc.identifier.doi (DOI) 10.1002/mar.20382en_US
dc.doi.uri (DOI) http://dx.doi.org/10.1002/mar.20382en_US