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Extending the brand image on new products: The facilitative effect of happy mood states

Greifeneder, Rainer and Bless, Herbert and Kuschmann, Thorsten. (2007) Extending the brand image on new products: The facilitative effect of happy mood states. Journal of Consumer Behavior, 6 (1). pp. 19-31.

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Official URL: http://edoc.unibas.ch/48800/

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Abstract

Investigates the influence of mood and brand favorability on the evaluation of brand extensions. It is argued that affective states have an impact on the likelihood that the evaluation of a new product is based on the implications of the brand rather than on the implications of the features of the new product. Specifically, participants reported more positive evaluations of a new product when it was introduced by a positive rather than a negative brand – and this differential impact of category information was more pronounced for participants in a positive compared to a neutral or a negative mood.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Forschungsbereich Sozial-, Wirtschafts- und Entscheidungspsychologie > Sozialpsychologie (Greifeneder)
UniBasel Contributors:Greifeneder, Rainer
Item Type:Article, refereed
Article Subtype:Research Article
Publisher:Wiley
ISSN:1472-0817
e-ISSN:1479-1838
Note:Publication type according to Uni Basel Research Database: Journal article -- This is the peer reviewed version of the following article: Greifeneder, Rainer and Bless, Herbert and Kuschmann, Thorsten. (2007) Extending the brand image on new products: The facilitative effect of happy mood states. Journal of Consumer Behavior, 6 (1). pp. 19-31, which has been published in final form at [see DOI]. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.
Language:English
Identification Number:
Last Modified:06 Apr 2018 08:47
Deposited On:20 Apr 2017 09:25

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