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| Author: | Zhang, S. Sood, S. |
| Title: | "Deep" and "surface" cues: brand extension evaluations by children and adults |
| Journal: | Journal of Consumer Research
2002 : JUN, VOL. 29:1, p. 129-141 |
| Index terms: | Brands Products Children |
| Language: | eng |
| Abstract: | The authors present a conceptual as well as empirical analysis showing that 11-12-year-old children, relative to adults, evaluate brand extensions by relying more on surface cues (e.g., brand name characteristics used to launch the extension) and less on deep cues (e.g., category similarity between the parent brand and the extension category). |
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