How Far Can a Brand Stretch? Understanding the Role of Self-Construal

By Rohini Ahluwalia. 2008

200 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/d2e256438fa6135a67a98ee16c0d3d1249855ce5

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In Organizational Behavior and Human Resource Management

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Citations in the corpus

The Impact of Moral Emotions on Cause-Related Marketing Campaigns: A Cross-Cultural Examination (2013, background): “Therefore, measuring selfconstrual within a single culture and comparing between interdependent versus independent individuals within that culture allows testing for the effect of self-construal, controlling for the influence of cultural background (Ahluwalia 2008; Lee et al. 2000).”
The Asymmetric Effects of Extending Brands to Lower and Higher Quality (2011, background): “…dilute brand image, damage evaluations of the new product, and even harm evaluations of the brand in its original category (Aaker and Keller 1990; Ahluwalia 2008; Balanchander and Ghose 2003; DelVecchio and Smith 2005; John, Loken, and Joiner 1998; Milberg, Park, and McCarthy 1997; Zimmer and…”
Mental construal and the emergence of assimilation and contrast effects: The inclusion/exclusion model. (2010, background): “Similarly, Ahluwalia (2008) observed that the perceived fit between a brand (superordinate category) and a brand extension (subordinate exemplar) was higher for participants with a collectivistic (interdependent) rather than individualistic (independent) orientation, resulting in more pronounced…”
Consumer–brand relationship quality: When and how it helps brand extensions (2014, background): “Most research focuses on the fit between a brand extension and parent brand (Keller, 2003), demonstrating product category similarity is important (e.g., Aaker & Keller, 1990; Ahluwalia, 2008; Völcknera & Sattler, 2007).”
I Follow My Heart and We Rely on Reasons: The Impact of Self-Construal on Reliance on Feelings versus Reasons in Decision Making (2015, background): “…self-construal, con- sumers with an accessible interdependent self-construal have more favorable evaluations toward a moderate brand extension (Ahluwalia 2008), are more likely to assimilate to contextual cues in forming judgments (Zhu and Meyers-Levy 2009), and are more susceptible to the…”
Putting Brands in Their Place: How a Lack of Control Keeps Brands Contained (2013, methodology): “We also included a neutral condition to test the hypothesis that people’s baseline level of control is one of high control.”