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Consumer-brand relationship quality: When and how it helps brand extensions
- Authors
- Kim, Kyeongheui; Park, Jongwon; Kim, Jungkeun
- Issue Date
- 4월-2014
- Publisher
- ELSEVIER SCIENCE INC
- Keywords
- Brand management; Brand relationship quality; Brand extension; Consumer judgment
- Citation
- JOURNAL OF BUSINESS RESEARCH, v.67, no.4, pp.591 - 597
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF BUSINESS RESEARCH
- Volume
- 67
- Number
- 4
- Start Page
- 591
- End Page
- 597
- ISSN
- 0148-2963
- Abstract
- Two studies demonstrate that strong brand relationship quality (BRQ) enhances consumer judgments about brand extensions. Different methods (survey vs. experiment), participants (real consumers vs. college students), and cultural contexts (Korea vs. Canada) demonstrate that this effect generalizes. Study results suggest that this effect only occurs for two moderately-low-fit extensions: the extension and the parent are similar product categories with inconsistent attributes, or dissimilar product categories with consistent attributes. Two different cognitive processes underlie the BRQ effects depending on these conditions. (C) 2013 Elsevier Inc. All rights reserved.
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