Exemplars or beliefs? The impact of self-view on the nature and relative influence of brand associations

By Sharon Ng, M. J. Houston. 2006

153 citations recorded by the source corpus.

Subfields: Marketing, Social Psychology, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/e967df04f0d40228b5671888b0209857d94a652d

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Citations in the corpus

The Malleable Brand: The Role of Implicit Theories in Evaluating Brand Extensions (2010, background): “Recent research (Mao and Krishnan 2006; Ng and Houston 2006) argues that fit can be based on a category prototype or category exemplar.”
Categorization theory and research in consumer psychology: category representation and category-based inference (2008, background): “Interdependents, who were asked to describe their thoughts in response to an advertisement, listed more specific category exemplars than did independents (Ng & Houston, 2006).”
Revisiting gender differences: What we know and what lies ahead☆ (2015, background): “…of another person (see Wu & Keysar, 2007; You et al., 2011), attend more to generalities versus specifics (e.g., traits vs. exemplars; see Ng & Houston, 2006; Roalf, Lowery, & Turetsky, 2006), adopt a promotion (versus prevention) regulatory focus (see Aaker & Lee, 2001; McKayNesbitt et…”
The role of emotional aspects in younger consumer‐brand relationships (2012, background): “Specifically, consumers’ feelings of self-connection lead to positive evaluation of brands (Fournier, 1998; Ng and Houston, 2006) and such positive evaluations remain strong even when they are exposed to negative information about the brand (Ahluwalia et al.”
Antecedents, moderators and dimensions of country‐of‐origin evaluations (2008, background): “Ng and Houston (2006) have found that individuals with an independent self-view focus on the traits of an object whereas those characterized by an interdependent self-view place more emphasis on the contextual factors surrounding an object.”
How Far Can a Brand Stretch? Understanding the Role of Self-Construal (2008, background): “…occasion), whereas those who are low in interdependence (e.g., from Western countries) tend to focus on taxonomic categories (e.g., man and woman are adults, monkey and panda are animals) and traits (e.g., Nike and Polo have similar prestige) (Ji, Zhang, and Nisbett 2004; Ng and Houston 2006).”
Consumer response to brand extensions: Construal level as a moderator of the importance of perceived fit (2008, unknown): “For example, researchers have found that consumers from Eastern cultures, with a more holistic style of thinking, perceive higher levels of extension fit than do consumers from Western cultures, with a more analytic style of thinking (Monga & John, 2007; Ng & Houston, 2006).”