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- W2415093754 abstract "Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer-based brand equity models, high awareness brands are expected to serve as anchors for forming impressions of co-branded entities. Comparing the brand personality profiles of fictitious brand alliances with high and low awareness brands, the brand anchoring effect is found in Studies 1 and 2. Moreover, Study 3 shows that the effect generalizes to specific brand characteristics and results from making brand-related information more available. Future research on brand awareness and on the brand anchoring effect is discussed. © 2009 Wiley Periodicals, Inc." @default.
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- W2415093754 date "2007-01-01" @default.
- W2415093754 modified "2023-09-24" @default.
- W2415093754 title "The Brand Anchoring Effect: a Judgment Bias Resulting From Brand Awareness and Temporary Accessibility" @default.
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