Brand Extensions of Experiential Goods: Movie Sequel Evaluations

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The Differential Effects of Online Word-of-Mouth and Critics’ Reviews on Pre-release Movie Evaluation (2010, background): “Doing so requires an appropriate match between the experimental measures of evaluation and the market data of actual sales (see a recent contribution in this regard by Sood and Drèze 2006), which obviously poses great challenge but exciting opportunities.”
The consumer psychology of brands (2012, background): “…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 name suggestiveness…”
“Too true to be good?” when virtual reality decreases interest in actual reality (2019, background): “Consistent with this idea, Sood and Drèze (2006) showed that consumers may avoid a movie's sequel if its title leads them to believe that it will be similar to the original movie.”
When satisfied consumers do not return: Variety seekings effect on short- and long-term intentions (2012, background): “1002/mar 16 In this line, the work by Sood and Drèze (2006) deserves special mention.”