How and Why Life Transition Influences Brand Extension Evaluation

Lei Su; Alokparna (Sonia) Monga; Yuwei Jiang

How and Why Life Transition Influences Brand Extension Evaluation

Lei Su
, Alokparna (Sonia) Monga
, Yuwei Jiang

Research output: Contribution to conference › Conference paper › peer-review

Abstract

Life transition is a ubiquitous aspect of life and occurs as people transcend various life stages. Four studies showed that life transition resulted in higher perceived fit and more favorable brand extension evaluation. This effect is mediated by self-concept ambiguity, and consequently, dialectical thinking.

Original language	English
Publication status	Published - 12 Oct 2018

Cite this

@conference{c1763305b5c244c2bca718b9242604f4,

title = "How and Why Life Transition Influences Brand Extension Evaluation",

abstract = "Life transition is a ubiquitous aspect of life and occurs as people transcend various life stages. Four studies showed that life transition resulted in higher perceived fit and more favorable brand extension evaluation. This effect is mediated by self-concept ambiguity, and consequently, dialectical thinking.",

author = "Lei Su and Monga, \{Alokparna (Sonia)\} and Yuwei Jiang",

year = "2018",

month = oct,

day = "12",

language = "English",

}

TY - CONF

T1 - How and Why Life Transition Influences Brand Extension Evaluation

AU - Su, Lei

AU - Monga, Alokparna (Sonia)

AU - Jiang, Yuwei

PY - 2018/10/12

Y1 - 2018/10/12

N2 - Life transition is a ubiquitous aspect of life and occurs as people transcend various life stages. Four studies showed that life transition resulted in higher perceived fit and more favorable brand extension evaluation. This effect is mediated by self-concept ambiguity, and consequently, dialectical thinking.

AB - Life transition is a ubiquitous aspect of life and occurs as people transcend various life stages. Four studies showed that life transition resulted in higher perceived fit and more favorable brand extension evaluation. This effect is mediated by self-concept ambiguity, and consequently, dialectical thinking.

UR - https://convention2.allacademic.com/one/acr/acr18/index.php?cmd=Online+Program+View+Paper&selected_paper_id=1411612&PHPSESSID=nabbtphb4igq1hoj6bed7bpj09

M3 - Conference paper

ER -

How and Why Life Transition Influences Brand Extension Evaluation

Abstract

Other files and links

Fingerprint

Cite this