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| Author: | Tsao, W. Wu, C. |
| Title: | Exploring the moderating effects of the hedonic / utilitarian value on brand extension evaluations |
| Journal: | Journal of International Selling and Sales Management
2007 : VOL. 13:1, p. 3-20 |
| Index terms: | brands brand choice brand valuation valuation quality |
| Freeterms: | brand extension hedonic value utilitarian value |
| Language: | eng |
| Abstract: | Great number of companies tries to extending their existing well-established brands into new product categories. This article reviews brand extensions paying particular attention to the moderating impact of utilitarian and hedonic values that affect consumers' choice. The data was collected from 315 Taiwanese undergraduate business students. An analysis of the questionnaires indicates clearly that hedonic / utilitarian value has direct positive effects of perceived quality, perceived fit and consumers' knowledge on extension evaluations. |
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