The Role of Identification in Consumers' Evaluations of Brand Extensions
Brand extension is a widely adopted strategy for firms to take advantage of an existing brand's equity in a new product category. The main goal of this paper is to test the moderating role consumer-company identification plays in the effect of product fit and information on consumers' eval...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2018-12-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2018.02582/full |