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The Influence of Positive Mood on Brand Extension Evaluations

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References

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1991A Process-Tracing Study of Brand Extension Evaluation891 cited
1994The Importance of the Brand in Brand Extension819 cited
1992The Effects of Brand Extensions on Market Share and Advertising Efficiency744 cited

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1993The Influence of Positive Affect on Variety Seeking Among Safe, Enjoyable Products648 cited

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2015The Nature and Role of Affect in Consumer Behavior285 cited
2002Guilty by mere association: Evaluative conditioning and the spreading attitude effect.261 cited
2010The Many Shades of Rose-Colored Glasses: An Evolutionary Approach to the Influence of Different Positive Emotions236 cited
2009Examining the Mechanisms Linking Transformational Leadership, Employee Customer Orientation, and Service Performance: The Mediating Roles of Perceived Supervisor and Coworker Support234 cited
2003Positive affect as a source of human strength.219 cited
2012The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination217 cited
2005Consumer Psychology: Categorization, Inferences, Affect, and Persuasion215 cited
2008Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit212 cited
2005The impact of brand extensions on brand personality: experimental evidence188 cited
2009When Uncertainty Brings Pleasure: The Role of Prospect Imageability and Mental Imagery185 cited
2014The Impact of Fear on Emotional Brand Attachment184 cited
2005Evaluative conditioning in social psychology: Facts and speculations169 cited
2008Consumer Emotional Intelligence: Conceptualization, Measurement, and the Prediction of Consumer Decision Making166 cited
2004THE EFFECT OF PROVOCATION IN THE FORM OF MILD EROTICA ON ATTITUDE TO THE AD AND CORPORATE IMAGE : Differences Between Cause-Related and Product-Based Advertising157 cited
2003Attitude and affect: new frontiers of research in the 21st century157 cited
2003The negative impact of brand extensions on parent brand image153 cited