The aim of the present study is to find the neural features of the impact of induced negative emotion on brand extension. Facing three sequential stimuli in triples consisted of negative emotion pictures (stimulus 1), beverage brand names (stimulus 2), and product names (stimulus 3) in other categories, 20 participants were asked to indicate the suitability of extending the brand in stimulus 2 ...

Brand love has been found to predict brand loyalty measures better than conventional attitude models that rely on the brand’s perceived quality. Hence, marketers are interested in factors that lead to brand love. This study investigates the influence of anthropomorphism on brand love in the context of defensive marketing. We identified five possible theoretical mechanisms through which anthropo...

IS post-adoption behavior has received significant attention in prior studies. Evidence suggests that a set of factors entice individuals’ continuance usage toward an information technology product. However traditional models of IT continuance usage generally do not account for product-level factors (e.g. brand influence) and mainly focus on predicting technology-level behavioral intention, and...

27 The prevalence of line extensions, as manufacturers struggle to maximize the leverage of their brand equity, is undoubted and well documented (Aaker 1991; Ries and Trout 1986; Tauber 1981). Brand owners use existing brand names to reduce barriers to entry for the new line with the implicit assumption that additional profit will be earned as a result. But haunting the parent brand is the spec...