Matches in SemOpenAlex for { <https://semopenalex.org/work/W2951235384> ?p ?o ?g. }
Showing items 1 to 81 of
81
with 100 items per page.
- W2951235384 abstract "Brand extension (BE) strategy involves an established brand introducing products in a similar (high fit) or dissimilar (low fit) product category. For instance, Colgate’s mouthwash and Colgate’s ready meal represent similar and dissimilar BE to Colgate’s core products, i.e. toothpaste. While launching BE helps brands to increase revenue streams, such strategies are not always successful. One of the reasons behind failures might be a negative emotional response to such products, which is likely to hinder adoption. Applying the Cognitive Appraisal Theory (CAT) to this context could help us understand how: (1) emotional responses are formed, (2) emotions affect behaviors, and (3) to manage emotions for successful BE launch. CAT proposes that emotions are important predictors of consumer behavior and result from cognitive evaluation (appraisal dimensions) of an event or object. While the CAT framework could be used to explain antecedents and outcomes of emotional responses in the context of BE, it remains unknown what are the main BE evaluation criteria (appraisal dimensions) and how perceived (dis)similarity of a BE to a parent brand (fit) affect those evaluations. Furthermore, we do not know what emotions may be evoked and how those emotions can affect behavioral outcomes for BE, such as purchase intention. The current research addresses this gap by investigating how low/high fit brand extensions activate the cognitive appraisal process. In initial research stage (n = 1424), we develop a scale measuring emotional responses to BE and identify cognitive appraisal dimensions (goal congruence and goal relevance) resulting from exposure to BE in high/low fit conditions. In a series of experiments, we show how cognitive appraisal can further influence emotions and behavioral responses to BE. The results shed lights on affecting consumers’ emotional responses to BE through managing cognitive responses to those products." @default.
- W2951235384 created "2019-06-27" @default.
- W2951235384 creator A5017073139 @default.
- W2951235384 creator A5027324196 @default.
- W2951235384 creator A5078132092 @default.
- W2951235384 date "2019-02-26" @default.
- W2951235384 modified "2023-09-25" @default.
- W2951235384 title "Consumers’ Emotional Responses to Brand Extensions: An Examination of the Cognition-Emotion-Action Process Using the Cognitive Appraisal Theory" @default.
- W2951235384 hasPublicationYear "2019" @default.
- W2951235384 type Work @default.
- W2951235384 sameAs 2951235384 @default.
- W2951235384 citedByCount "0" @default.
- W2951235384 crossrefType "journal-article" @default.
- W2951235384 hasAuthorship W2951235384A5017073139 @default.
- W2951235384 hasAuthorship W2951235384A5027324196 @default.
- W2951235384 hasAuthorship W2951235384A5078132092 @default.
- W2951235384 hasConcept C121332964 @default.
- W2951235384 hasConcept C151730666 @default.
- W2951235384 hasConcept C15744967 @default.
- W2951235384 hasConcept C158154518 @default.
- W2951235384 hasConcept C169760540 @default.
- W2951235384 hasConcept C169900460 @default.
- W2951235384 hasConcept C17744445 @default.
- W2951235384 hasConcept C180747234 @default.
- W2951235384 hasConcept C199539241 @default.
- W2951235384 hasConcept C23213687 @default.
- W2951235384 hasConcept C2776035688 @default.
- W2951235384 hasConcept C2778119494 @default.
- W2951235384 hasConcept C2779343474 @default.
- W2951235384 hasConcept C2780791683 @default.
- W2951235384 hasConcept C4308109 @default.
- W2951235384 hasConcept C46312422 @default.
- W2951235384 hasConcept C62520636 @default.
- W2951235384 hasConcept C77805123 @default.
- W2951235384 hasConcept C86803240 @default.
- W2951235384 hasConceptScore W2951235384C121332964 @default.
- W2951235384 hasConceptScore W2951235384C151730666 @default.
- W2951235384 hasConceptScore W2951235384C15744967 @default.
- W2951235384 hasConceptScore W2951235384C158154518 @default.
- W2951235384 hasConceptScore W2951235384C169760540 @default.
- W2951235384 hasConceptScore W2951235384C169900460 @default.
- W2951235384 hasConceptScore W2951235384C17744445 @default.
- W2951235384 hasConceptScore W2951235384C180747234 @default.
- W2951235384 hasConceptScore W2951235384C199539241 @default.
- W2951235384 hasConceptScore W2951235384C23213687 @default.
- W2951235384 hasConceptScore W2951235384C2776035688 @default.
- W2951235384 hasConceptScore W2951235384C2778119494 @default.
- W2951235384 hasConceptScore W2951235384C2779343474 @default.
- W2951235384 hasConceptScore W2951235384C2780791683 @default.
- W2951235384 hasConceptScore W2951235384C4308109 @default.
- W2951235384 hasConceptScore W2951235384C46312422 @default.
- W2951235384 hasConceptScore W2951235384C62520636 @default.
- W2951235384 hasConceptScore W2951235384C77805123 @default.
- W2951235384 hasConceptScore W2951235384C86803240 @default.
- W2951235384 hasLocation W29512353841 @default.
- W2951235384 hasOpenAccess W2951235384 @default.
- W2951235384 hasPrimaryLocation W29512353841 @default.
- W2951235384 hasRelatedWork W135733965 @default.
- W2951235384 hasRelatedWork W2050932906 @default.
- W2951235384 hasRelatedWork W2052315360 @default.
- W2951235384 hasRelatedWork W2159554307 @default.
- W2951235384 hasRelatedWork W2341741646 @default.
- W2951235384 hasRelatedWork W2796082492 @default.
- W2951235384 hasRelatedWork W2883054604 @default.
- W2951235384 hasRelatedWork W2963288234 @default.
- W2951235384 hasRelatedWork W2971649506 @default.
- W2951235384 hasRelatedWork W2979478149 @default.
- W2951235384 hasRelatedWork W3015185893 @default.
- W2951235384 hasRelatedWork W3122241734 @default.
- W2951235384 hasRelatedWork W3182810308 @default.
- W2951235384 hasRelatedWork W3184603652 @default.
- W2951235384 hasRelatedWork W3187397951 @default.
- W2951235384 hasRelatedWork W57732041 @default.
- W2951235384 hasRelatedWork W641577989 @default.
- W2951235384 hasRelatedWork W77401706 @default.
- W2951235384 hasRelatedWork W2175025926 @default.
- W2951235384 hasRelatedWork W2769612268 @default.
- W2951235384 isParatext "false" @default.
- W2951235384 isRetracted "false" @default.
- W2951235384 magId "2951235384" @default.
- W2951235384 workType "article" @default.