If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences

Volume: 38, Issue: 3, Pages: 698 - 714
Published: Sep 1, 2021
Abstract
Many different factors affect brand homogeneity, including the different products associated with a brand, how they are made, and how they are branded. How does the perceived homogeneity of a brand’s offered products, in turn, affect consumers’ experiences with those products? Nine experiments reveal that consumers have more polarized judgments of product experiences when the sampled products are perceived to belong to more homogeneous brands....
Paper Details
Title
If all their products seem the same, all the parts within a product seem the same too: How brand homogeneity polarizes product experiences
Published Date
Sep 1, 2021
Volume
38
Issue
3
Pages
698 - 714
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