Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions

In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word-of-mouth, and forgiveness. The effect is pronounced a...

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Veröffentlicht in:	Journal of consumer psychology 2008-10, Vol.18 (4), p.281-291
Hauptverfasser:	Fedorikhin, Alexander, Park, C. Whan, Thomson, Matthew
Format:	Artikel
Sprache:	eng
Schlagworte:	Attachment Attitudes Brands Consumers RESEARCH DIALOGUES Willingness to pay
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description	In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word-of-mouth, and forgiveness. The effect is pronounced at high and moderate, but not low levels of fit. The paper also shows that attachment has an impact on the extent to which the extension is categorized as a member of the parent brand family, which partially mediates attachment's effects.
doi_str_mv	10.1016/j.jcps.2008.09.006
format	Article
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source	Wiley Online Library Journals Frontfile Complete; Applied Social Sciences Index & Abstracts (ASSIA); JSTOR Archive Collection A-Z Listing
subjects	Attachment Attitudes Brands Consumers RESEARCH DIALOGUES Willingness to pay
title	Beyond fit and attitude: The effect of emotional attachment on consumer responses to brand extensions
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