Consumer-brand relationship quality: When and how it helps brand extensions
DC Field | Value | Language |
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dc.contributor.author | Kim, Kyeongheui | - |
dc.contributor.author | Park, Jongwon | - |
dc.contributor.author | Kim, Jungkeun | - |
dc.date.accessioned | 2021-09-05T10:10:27Z | - |
dc.date.available | 2021-09-05T10:10:27Z | - |
dc.date.created | 2021-06-15 | - |
dc.date.issued | 2014-04 | - |
dc.identifier.issn | 0148-2963 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/98892 | - |
dc.description.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. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | ELSEVIER SCIENCE INC | - |
dc.subject | SIMILARITY | - |
dc.title | Consumer-brand relationship quality: When and how it helps brand extensions | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Park, Jongwon | - |
dc.identifier.doi | 10.1016/j.jbusres.2013.03.001 | - |
dc.identifier.scopusid | 2-s2.0-84893707273 | - |
dc.identifier.wosid | 000331855500024 | - |
dc.identifier.bibliographicCitation | JOURNAL OF BUSINESS RESEARCH, v.67, no.4, pp.591 - 597 | - |
dc.relation.isPartOf | JOURNAL OF BUSINESS RESEARCH | - |
dc.citation.title | JOURNAL OF BUSINESS RESEARCH | - |
dc.citation.volume | 67 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 591 | - |
dc.citation.endPage | 597 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.subject.keywordPlus | SIMILARITY | - |
dc.subject.keywordAuthor | Brand management | - |
dc.subject.keywordAuthor | Brand relationship quality | - |
dc.subject.keywordAuthor | Brand extension | - |
dc.subject.keywordAuthor | Consumer judgment | - |
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