HOW DOES THE CONGRUITY OF BRAND NAMES AFFECT EVALUATIONS OF BRAND-NAME EXTENSIONS
成果类型：
Article
署名作者：
MEYERSLEVY, J; LOUIE, TA; CURREN, MT
署名单位：
University of California System; University of California Los Angeles; University of Washington; University of Washington Seattle; California State University System; California State University Northridge
刊物名称：
JOURNAL OF APPLIED PSYCHOLOGY
ISSN/ISSBN：
0021-9010
DOI：
10.1037/0021-9010.79.1.46
发表日期：
1994
页码：
46-53
关键词：
摘要：
In 2 studies, the authors examined whether or not G. Mandler's (1982) schema congruity theory would explain students' evaluations of new products purportedly introduced by companies with established brand names that were congruent, moderately incongruent, or extremely incongruent in relationship to the product. Consistent with this theory, results showed that products associated with moderately incongruent brand names were preferred over ones that were associated with either congruent or extremely incongruent brand names. Results suggest that this finding may be mediated by students' greater elaboration of the incongruent brand name and related information and by the process of resolving incongruity.
来源URL：