Locus of Equity and Brand Extension
Bibliographic Data
| ID | 2214849 |
|---|---|
| Authors | Stijn M J Van Osselaer (0000-0002-9141-3040), Joseph W Alba (University of Florida) |
| Year | 2003 |
| Volume | 29 |
| Issue | 4 |
| Pages | 539-550 |
| Publication date | 2003-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/346249 |
| OpenAlex | W2138344176 |
| Language | EN |
| Citations received | 5 |
| References cited | 24 |
Prevailing wisdom assumes that brand equity increases when a brand touts its desirable attributes. We report conditions under which the use of attribute information to promote a product can shift the locus of equity from brand to attribute, thereby reducing the attractiveness of extension products. This effect is moderated by the degree of ambiguity in the learning environment, such that prevailing wisdom is refuted when ambiguity is low but is supported when ambiguity is high
Advertising · Brand equity · Business · Equity (law) · Extension (predicate logic) · Library science · Political science · Computer Science · Consumer Behavior in Brand Consumption and Identification · Consumer Market Behavior and Pricing · Law · Psychology · Psychology of Social Influence
From covariation to causation
Brand Equity as a Signaling Phenomenon
The processes of causal attribution
Consumer Learning
Two Ways of Learning Brand Associations
Persistent Preferences for Product Attributes
Consumer Learning and Brand Equity
Why Is the Trivial Important? A Reasons-Based Account For the Effects of Trivial Attributes on Choice
Consumers and Their Brands
Ignoring Irrelevant Information
| Unique citing works | 5 |
|---|---|
| Citations per year | 0,23 |
| Citation span | 2004 - 2024 (21) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 5 |