Citation

The Cognitive and Affective Effects of Brand Categorization and Evaluation on Brand Extension Purchase Intent

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

This study tested an expanded categorization model to examine how consumers evaluate and process perceived brand relationships between a parent brand, an extension product category and a brand extension. Study findings confirmed that perceived product-feature fit instead of perceived parent-brand image fit between a parent brand and its extension product category significantly enhanced the perceived similarity between the parent brand and its brand extension as well as brand-extension attitude and brand-extension purchase intent.

Most Common Document Word Stems:

brand (255), extens (224), parent (146), product (145), perceiv (127), fit (116), consum (79), categori (70), featur (64), imag (60), product-featur (56), effect (55), uniqlo (52), parent-brand (47), evalu (47), attitud (45), similar (44), 2 (43), associ (42), research (39), 1 (39),
Convention
Submission, Review, and Scheduling! All Academic Convention can help with all of your abstract management needs and many more. Contact us today for a quote!
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

Association:
Name: Association for Education in Journalism and Mass Communication
URL:
http://www.aejmc.org


Citation:
URL: http://citation.allacademic.com/meta/p744221_index.html
Direct Link:
HTML Code:

MLA Citation:

kang, Jungsuk. and Lin, Carolyn. "The Cognitive and Affective Effects of Brand Categorization and Evaluation on Brand Extension Purchase Intent" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada, Aug 06, 2014 <Not Available>. 2014-12-19 <http://citation.allacademic.com/meta/p744221_index.html>

APA Citation:

kang, J. and Lin, C. , 2014-08-06 "The Cognitive and Affective Effects of Brand Categorization and Evaluation on Brand Extension Purchase Intent" Paper presented at the annual meeting of the Association for Education in Journalism and Mass Communication, Le Centre Sheraton, Montreal, Canada Online <APPLICATION/PDF>. 2014-12-19 from http://citation.allacademic.com/meta/p744221_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: This study tested an expanded categorization model to examine how consumers evaluate and process perceived brand relationships between a parent brand, an extension product category and a brand extension. Study findings confirmed that perceived product-feature fit instead of perceived parent-brand image fit between a parent brand and its extension product category significantly enhanced the perceived similarity between the parent brand and its brand extension as well as brand-extension attitude and brand-extension purchase intent.


Similar Titles:
Effects of Structural Features in Text Messages on Voters: Formality and Interactivity on Perceived Image and Voting Intent

Consumer reactions to food recalls for branded versus non-branded products: Effects of corporate reputation, responsibility, and public perceptions after crisis events

Effectiveness of Product Placement: The Role of Plot Connection, Product Involvement, and Prior Brand Evaluation

The Effects of Evidence Type, Peer Opinions, and Information Processing on Consumers’ Perceived Corporate Social Responsibility and Corporate Image in Online Journalism Environment


 
All Academic, Inc. is your premier source for research and conference management. Visit our website, www.allacademic.com, to see how we can help you today.