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The differentiated impact of perceived brand competence type on brand extension evaluation · Study

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ArticleThe differentiated impact of perceived brand competence type on brand extension evaluation

Haizhong Wang2020

Article2020

The differentiated impact of perceived brand competence type on brand extension evaluation

Haizhong Wang · Di Liu

38 citations·0/0 files stored·Journal of Business Research

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Innovation and Knowledge Management

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References

1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 2002A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition.1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 2006Universal dimensions of social cognition: warmth and competence 1997Dimensions of Brand Personality 1990Consumer Evaluations of Brand Extensions 2000Strategic Brand Management: Building, Measuring, and Managing Brand Equity.

Cited by

2021The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity 2023WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions 2023“You Must Try Our Taco!”: Advancing the Power of Language Assertiveness in Food Advertising 2024Super app on demand: Exploring the impact of service synergy on willingness to use a new service

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2019Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluationsarticle · 11 shared references 2019Spillover effects in marketing: integrating core research domainsarticle · 11 shared references 2015Consuming Brandschapter · 11 shared references 2021Dimensions of brand-extension fitarticle · 10 shared references 2014Brand typicality and distant novel extension acceptance: How risk-reduction counters low category fitarticle · 10 shared references 2015Mindsets matter: Implications for branding research and practicearticle · 10 shared references

Details

Year2020

Typearticle

Published2020-06-22

VenueJournal of Business Research

ISSN-L0148-2963

Languageen

Citations38

Files0 public / 0

ShelfConsumer Behavior in Brand Consumption and Identification

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doi10.1016/j.jbusres.2020.06.028

openalex_workW3036300550

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