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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/64247

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/64247

Title:	Consumer Evaluations of Brand Extension: the Roles of Case-based Reminding on Brand-to-brand Similarity
Authors:	Shen, Yung-Cheng;Bei, Lien-Ti;Chu, Chia-Hsien 沈永正;別蓮蒂;朱家賢
Contributors:	企管系
Date:	2011-01
Issue Date:	2014-02-26 16:02:18 (UTC+8)
Abstract:	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.
Relation:	Psychology and Marketing, 28(1), 91-113
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1002/mar.20382
DOI:	10.1002/mar.20382
Appears in Collections:	[企業管理學系] 期刊論文

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