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However, almost all of those findings result from experimental study with low involvement products as stimuli. Moreover, little attention has been paid to how involvement affects consumer perception of the fit. The current research examines how product involvement moderates the relationship between brand-specific associations, category similarity and evaluations of brand extension. As a means of addressing this issue, the author integrates findings from prior research with those concerning the effect of product involvement. The experimental findings show that brand-specific associations consistency can override category similarity constraints not only in low involvement product, but high involvement as well...
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Common topics in this essay:
- BRAND EXTENTION AT REAL MADRID
- Brand Extension
- Brand
- Building Service Brand: Enhancing Brand Through Operational Staff'S Brand Commitment. Research Proposal
- brand extension
- Celebrity endorsements of high involvement brands evoke cognitive evaluations that can erode brand equity and affect celebrity credibility
- Examining The Impact Of Product Attributes On Perception Towards Brand Product
- Hibs Brand Evaluation
- Is a company able to increase brand equity for a product that is in the maturity phase of the PLC?
- micheline brand extension
- Note on Measuring Brand Awareness, Brand Image, Brand Equity and Brand Value Pierre Chandon
- The Moderating Role Of Product Involvement Among Category Similarity, Brand-Specific Assoications And Evaluation Of Brand Extention
- The Role And Development Of A Corporate Brand Personality For Modern Businesses
- the role of Bejing Brand
- When Launching A New Product, It Is Better To Pursue A Brand Extension Strategy, Than To Develop A New Brand
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