Does Loving a Brand Mean Loving Its Products? the Role of Brand-Elicited Affect in Brand Extension Evaluations

By Catherine Yeung, R. Wyer. 2005

177 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/f4e2e1cbfe49eeaf385023247d0e5f35f24cf0b3

How researchers see this paper

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

In Marketing

1. Michel Tuan Pham
2. Kelley Main
3. Laurence Ashworth
4. Peter R. Darke
5. Weichun Zhu
6. Joel B. Cohen
7. Olivia Kolo
8. Vladas Griskevicius

In Organizational Behavior and Human Resource Management

1. Kelley Main
2. Michel Tuan Pham
3. Peter R. Darke
4. Weichun Zhu
5. Joel B. Cohen
6. Olivia Kolo
7. Laurence Ashworth
8. Hongwei He

In Strategy and Management

1. Weichun Zhu
2. Hongwei He

Citations in the corpus

• The Many Shades of Rose-Colored Glasses: An Evolutionary Approach to the Influence of Different Positive Emotions (2010, background): “…(Gorn, Goldberg, and Basu 1993) to advertisements (Gardner and Wilhelm 1987; Goldberg and Gorn 1987; Murry and Dacin 1996), political candidates (Isbell and Wyer 1999), consumption decisions (Pham 1998), and evaluations of brand extensions (Barone, Miniard, and Romeo 2000; Yeung and Wyer 2005).”
• Great expectations and broken promises: misleading claims, product failure, expectancy disconfirmation and consumer distrust (2010, background): “Our findings further suggest that the generalized distrust mechanism is distinct from either the attribution/affect (Folkes 1984; Oliver 1993; Weiner 2000) or similarity/affect mechanisms ( Yeung and Wyer 2005 ) said to underlie the carryover effects observed in prior research in the product failure”
• The Nature and Role of Affect in Consumer Behavior (2008, background): “Indeed, decisions may trigger unpleasant task-related aff ect even when the options are associated with pleasant integral aff ect, for example, a choice between two vacation destinations.”
• Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment (2016, background): “Positive brand emotions, such as brand love (Albert et al., 2008; Batra et al., 2011; Carroll and Ahuvia, 2006; Yeung and Wyer, 2005), are related to consumers’ positive attitudes and behavioural responses toward a brand and its marketing activities.”