Construal and Categorization: Impacts of Psychological Distance on Brand Extensions

Fang-Chi Lu; Dhananjay Nayakankuppam

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Conference proceeding

Peer reviewed

Construal and Categorization: Impacts of Psychological Distance on Brand Extensions

Fang-Chi Lu and Dhananjay Nayakankuppam

Advances in Consumer Research, Vol.38, p.1

01/01/2011

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Abstract

We propose psychological distance influences acceptance of brand extensions. Studies showed psychologically distant brand extensions were evaluated more positively than the near ones, especially when the extensions were less consistent with the associated brands. More importantly, this psychological distance effect was mediated by the perceived fit of extensions.

Product acceptance

Product lines

Psychological aspects

Studies

Details

Title: Subtitle: Construal and Categorization: Impacts of Psychological Distance on Brand Extensions
Creators: Fang-Chi Lu
Dhananjay Nayakankuppam
Resource Type: Conference proceeding
Publication Details: Advances in Consumer Research, Vol.38, p.1
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2011
Academic Unit: Marketing
Record Identifier: 9984380610702771

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