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Extending brands with new product concepts: The role of category attribute congruity, brand affect, and brand breadth

16 references·16 citing·37 second hopsampled

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity15,244 cited
1991Managing Brand Equity3,818 cited
1990Consumer Evaluations of Brand Extensions3,266 cited
1979Issue involvement can increase or decrease persuasion by enhancing message-relevant cognitive responses.1,531 cited
2015Cognitive Processes in Stereotyping and Intergroup Behavior1,499 cited
1988Prejudice, Discrimination and Racism1,491 cited
1989Schema Congruity as a Basis for Product Evaluation1,418 cited
1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency1,305 cited
1992The Effects of Sequential Introduction of Brand Extensions1,281 cited
1991A Process-Tracing Study of Brand Extension Evaluation891 cited
2014Memory and Cognition in Its Social Context654 cited
1986Category-based versus piecemeal-based affective responses: Developments in schema-triggered affect.615 cited
1991Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time580 cited
1989The Effects of Brand Positioning Strategies on Consumers' Brand and Category Perceptions: Some Insights from Schema Research547 cited
1982

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On the External Validity of Experiments in Consumer Research

485 cited

1989Cognitive and affective responses to advertising435 cited

Cited by

2006Brands and Branding: Research Findings and Future Priorities2,347 cited
2006Drivers of Brand Extension Success667 cited
2011The consumer psychology of brands609 cited
2008Effect of brand extension strategies on brand image114 cited
1996Vertical brand extensions: current research and managerial implications108 cited
2017Leveraging the corporate brand105 cited
2004Positive brand extension trial and choice of parent brand105 cited
2012Downscale extensions: Consumer evaluation and feedback effects100 cited
2015The role of perceived value in vertical brand extensions of luxury and premium brands96 cited
2013Cobranding arrangements and partner selection: a conceptual framework and managerial guidelines92 cited
2006When communication challenges brand associations: a framework for understanding consumer responses to brand image incongruity86 cited
2011Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure80 cited
2000Brand dilution effect of extension failure – a Taiwan study79 cited
2018Luxury product to service brand extension and brand equity transfer76 cited
2001New Brands Versus Brand Extensions, Attitudes Versus Choice: Experimental Evidence for Theory and Practice72 cited
2000Stimulus generalization in classical conditioning: An initial investigation and extension70 cited