search query: @author Bearden, W.O. / total: 6
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| Author: | Taylor, V.A. Bearden, W.O. |
| Title: | The effects of price on brand extension evaluations: The moderating role of extension similarity |
| Journal: | Journal of the Academy of Marketing Science
2002 : SPRING, VOL 30:2, p. 131-140 |
| Index terms: | Statistical methods Brands Prices Consumer attitudes USA |
| Language: | eng |
| Abstract: | This research explores the effects of price information on brand extension evaluations across different levels of similarity. Brand extension similarity is proposed as moderator of the effects of price on brand extension perceived quality, perceived value, and purchase intentions. Specifically, price is hypothesized to have larger positive impact on perceived quality evaluations of dissimilar extensions, but larger negative impact on perceived value and purchase intentions for similar extensions. Results indicate that a high-price introductory strategy used to suggest high-quality product will likely be more effective for dissimilar extensions than similar extensions. |
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