haku: @journal_id 58 / yhteensä: 815
viite: 112 / 815
| Tekijä: | Barone, M.J. Miniard, P.W. Romeo, J.B. |
| Otsikko: | The influence of positive mood on brand extension evaluations |
| Lehti: | Journal of Consumer Research
2000 : MAR, VOL. 26:4, p. 386-400 |
| Asiasana: | Brands Consumers Evaluation |
| Kieli: | eng |
| Tiivistelmä: | The current research examines how positive mood influences consumer evaluations of brand extensions. As a means of addressing this issue, the authors integrate findings from prior research on brand extensions with those concerning the effect of mood on similarity and evaluative judgements. The results indicate that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to favourably evaluated core brand. |
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