The Moderating Role of Involvement and Differentiation in the Evaluation of Brand Extensions

By Eyal Maoz, Alice M. Tybout. 2002

157 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Social Psychology

View Paper: https://www.semanticscholar.org/paper/77ea7875759b1bdf5e94b35544c65a142373e5d4

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In Organizational Behavior and Human Resource Management

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Citations in the corpus

Power and consumer behavior: How power shapes who and what consumers value (2012, background): “This may have important implications to how brand extensions are viewed (Maoz & Tybout, 2002; Meyers-Levy & Tybout, 1989).”
How Far Can a Brand Stretch? Understanding the Role of Self-Construal (2008, background): “Uncovering the lessthan-obvious relationships with farther stretches is effortful and resource intensive (e.g., Maoz and Tybout 2002), and it is unlikely to occur in the absence of high levels of processing motivation.”
Knowledge creation in consumer research: Multiple routes, multiple criteria (2012, unknown): “Maoz and Tybout (2002) noted conflicting findings in the literature and conflicting theories about whether moderately incongruent brand extensions are evaluated more favorably by consumers than congruent or extremely incongruent extensions.”
The consumer psychology of brands (2012, background): “…the strength of association between the brand's parent category and the extension category (Herr, Farquhar, & Fazio, 1996); degree of congruence (Maoz & Tybout, 2002; Sood & Dreze, 2006); relatedness of the categories (Herr et al., 1996); subbranding (Milberg, Park, & McCarthy, 1997); brand…”
Consumer–brand relationship quality: When and how it helps brand extensions (2014, background): “Surprisingly, little is known about motivational factors (see Maoz & Tybout, 2002; Park et al., 2002; Yeo & Park, 2006 for exceptions).”
Understanding schema incongruity as a process in advertising: Review and future recommendations (2013, background): “There will also be variables that are highly correlated to one’s optimal incongruity level, such as need for cognition, need for change (Srivastava and Sharma 2011), and involvement (Maoz and Tybout 2002).”