Consumers' implicit theories about personality influence their brand personality judgments
Abstract
Three studies document that consumers' implicit theories about the fixedness/malleability of personality guide brand personality updating in a brand extension context. The first two studies show that extension fit with the parent brand impacts brand personality updating only for incremental (vs. entity theorists). Specifically, for incremental theorists, brand personality is enhanced (vs. diluted) when extension fit is poor (vs. good), and only...
Paper Details
Title
Consumers' implicit theories about personality influence their brand personality judgments
Published Date
Feb 4, 2012
Volume
22
Issue
4
Pages
545 - 557
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