Does Loving a Brand Mean Loving its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations

Journal of Marketing Research Vol. 42, November 2005

13 Pages Posted: 16 May 2008

See all articles by Catherine Yeung

Catherine Yeung

National University of Singapore (NUS) - Department of Marketing

Robert S. Wyer

Hong Kong University of Science & Technology (HKUST) - Department of Marketing

Abstract

Three studies examine the influence of brand-elicited affect on consumers' evaluations of brand extensions. When a brand spontaneously elicits affective reactions, consumers appear to form an initial impression of the brand's new extension based on these reactions. The affect that they experience for other reasons and attribute to the brand can influence this impression as well. Their later evaluations of the extension are then based on this impression. This is true regardless of the similarity between the extension and the core brand. These results contrast with evidence that affect influences brand extension evaluations through its mediating impact on perceptions of core- extension similarity. This latter influence occurs only when consumers are explicitly asked to estimate the extension's similarity to the core before they evaluate it.

Keywords: Brand, Products, Brand Extension, Consumer Judgment, Evaluations

JEL Classification: C91, M30, M31

Suggested Citation

Yeung, Catherine and Wyer, Robert S., Does Loving a Brand Mean Loving its Products? The Role of Brand-Elicited Affect in Brand Extension Evaluations. Journal of Marketing Research Vol. 42, November 2005, Available at SSRN: https://ssrn.com/abstract=1132644

Catherine Yeung (Contact Author)

National University of Singapore (NUS) - Department of Marketing ( email )

Kent Ridge Crescent
Singapore 119260
Singapore

Robert S. Wyer

Hong Kong University of Science & Technology (HKUST) - Department of Marketing ( email )

Department of Marketing
Clear Water Bay, Kowloon
Hong Kong

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