“I” Prefer Personality Consistency and “We” Like Category Similarity: How Self-Construal Affects Brand Extension Evaluation-Reference-Cited by-同舟云学术

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“I” Prefer Personality Consistency and “We” Like Category Similarity: How Self-Construal Affects Brand Extension Evaluation

Published:2024 Issue: Volume: Page:
ISSN:1556-5068
Container-title:SSRN Electronic Journal
language:en
Short-container-title:SSRN Journal

Author:

Zhu Zhiwen

Publisher

Elsevier BV

Reference39 articles.

1. Consumer Evaluations of Brand Extensions;A David;J MARKETING,1990

2. Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs;J L Aaker;J PERS SOC PSYCHOL,2001

3. I" seek pleasures and "we" avoid pains: The role of self-regulatory goals in information processing and persuasion;J L Aaker;J CONSUM RES,2001

4. Dimensions of Brand Personality;Aaker Jennifer;J MARKETING RES,1997

5. Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes;Aaker Jennifer;The Journal of Consumer Research,2000

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