“Deep” and “Surface” Cues: Brand Extension Evaluations by Children and Adults

By Shi Zhang, Sanjay Sood. 2002

143 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/b5f029e63f87abc9bfad4be970d5a22b62cc8ff7

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Richard R. Klink
2. Malcolm C. Smith
3. Monica Popa
4. Jennifer J. Argo
5. Eric Yorkston
6. Geeta Menon
7. Charles Spence

In Marketing

1. Richard R. Klink
2. Jennifer J. Argo
3. Malcolm C. Smith
4. Monica Popa
5. Eric Yorkston
6. Geeta Menon
7. Charles Spence

In Sociology and Political Science

1. Huifang Mao
2. Richard R. Klink

Citations in the corpus

• Gender differences in new brand name response (2009, background): “To illustrate, while conventional naming guidelines purport that new names should rhyme, Zhang and Sood (2002) found that older individuals do not prefer brand extensions that rhyme.”
• Innovation Capability: From Technology Development to Transaction Capability (2012, background): “Nowadays, the firm continues with its original formula and uses the power of their brand to create new extensions (Zhang and Sood, 2002), advertising campaigns, and regional outsourced producers enabling it to continue being successful.”
• Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model (2006, background): “Zhang and Sood (2002) find that consumers may judge extension fit on “deep” features (i.e., attribute similarity) or “surface” features (i.e., rhyming names).”