Institutional Repository, Institute of Psychology, Chinese Academy of Sciences
| Why far-extension can be successful | |
| L. Lei; Y. Wang; X. Q. Ding; M. C. Ma | |
| 2004 | |
| Conference Name | 会议论文 |
| Pages | 485-485 |
| Conference Date | 2004 |
| Conference Place | Beijing |
| Abstract | The issue of the brand extension has been widely studied. but why some far-extensions can be successful in market is still an unsolved question. based on the review of the pilot researches, three experiments were conducted to find the potential mechanism behind the consumer behavior. the results show that in order to be successful in a far-extension, the brand itself should have three characters: with high brand-affect; with low relation to a certain product category; with more abstract meaning than productive meaning. |
| Funding Organization | IUPsyS |
| Subject Area | 广告与消费心理学 |
| Indexed By | SSCI |
| Language | 英语 |
| WOS ID | WOS:000226118004386 |
| Citation statistics | |
| Document Type | 会议论文 |
| Identifier | http://ir.psych.ac.cn/handle/311026/6107 |
| Collection | 中国科学院心理研究所回溯数据库(1956-2010) |
| Recommended Citation GB/T 7714 | L. Lei,Y. Wang,X. Q. Ding,et al. Why far-extension can be successful[C],2004:485-485. |
| Files in This Item: | There are no files associated with this item. | |||||
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