Belief Transfers in Co-branding and Brand Extension and the Roles of Perceptual Fit
Description:
Existing co-branding and brand extension research generally coalesces around two important constructs: perceptual fit and attitude toward the brand. Studies in co-branding and brand extension to date have generally emphasized the transference of affective elements of attitude from parent brand to the extension. Researchers and practitioners clearly need to learn more about the transfer of belief, the cognitive elements of attitude. Too little is currently known about whether and how beliefs are…
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Date:
May 2015
Creator:
Roswinanto, Widyarso
Partner:
UNT Libraries