haku: @author Zhang, S. / yhteensä: 5
viite: 2 / 5
| Tekijä: | Zhang, S. Sood, S. |
| Otsikko: | "Deep" and "Surface" Cues: Brand Extension Evaluations by Children and Adults |
| Lehti: | Journal of Consumer Research
2002 : JUN, VOL. 29:1, p. 129-141 |
| Asiasana: | EMPIRICAL RESEARCH CHILDREN BRANDS EVALUATION |
| Kieli: | eng |
| Tiivistelmä: | 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). In experiment 1, children gave equivalent evaluations of brand extensions regardless of category similarity, whereas adults rated near extensions (more favorably than far extensions. In experiment 2, children evaluated near extensions more favorably than far extensions when they were cued to make similarity judgments prior to evaluation but rated near and far extensions equivalently when they were not cued prior to evaluation. |
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