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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


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    题名: 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
    贡献者: 企管系
    日期: 2011-01
    上传时间: 2014-02-26 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
    数据类型: article
    DOI 連結: http://dx.doi.org/10.1002/mar.20382
    DOI: 10.1002/mar.20382
    显示于类别:[企業管理學系] 期刊論文

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