Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations

  title={Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations},
  author={Zachary Johnson and Huifang Mao and Sarah Lefebvre and Jaishankar Ganesh},
  journal={Journal of Consumer Psychology},

Practices of brand extensions and how consumers respond to FMCG giants’ greening attempts

We aim for a deeper understanding of how the theory of green brand extension is effectively used in brand management practice. Therefore, we conducted three consecutive studies to unfold corporate

How Life-Role Transitions Shape Consumer Responses to Brand Extensions

Life-role transition is a state wherein people pass through different life stages, involving changes in identities, roles, and responsibilities. Across six studies, the current research shows that

How Did Amazon Achieve CSR and Some Sustainable Development Goals (SDGs)—Climate Change, Circular Economy, Water Resources and Employee Rights during COVID-19?

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The current study investigates whether consumers’ perceptions of corporate social responsibility (CSR) reduces their negative responses to e-commerce service failures through applying the

Is Distant Extension Always Upset? Neural Evidence of Empathy and Brand Association Affect Distant Extension Evaluation

Distant brand extension as an essential strategy of obtaining benefits was highly focused on the normal marketing practice and academic research. In the current study, we aim to recognize that how

The effects of nostalgia marketing on consumers’ brand extension evaluation

This study examines the effects of nostalgia marketing on consumers’ evaluation of a brand extension product. In Study 1, participants who were presented with nostalgic advertisements gave more

An investigation of influencer body enhancement and brand endorsement

Purpose As the cosmetic surgery industry grows and diversifies, societal beauty standards have shifted to include images of surgically enhanced bodies. With the increased use of influencer



Self-Reporting CSR Activities: When Your Company Harms, Do You Self-Disclose?

AbstractCompanies increasingly view corporate social responsibility (CSR) as an important dimension of corporate reputation. This is at least partly motivated by the understanding that a strong CSR

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Prior research establishes that brand value is built through the development of brand associations, broadly categorized based on ability and social responsibility associations. Of the two

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The author examines company advertising campaigns with social dimensions and compares them to matched standard, or nonsocial, campaigns. The author investigates the managers’ objectives for the

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Although brand theorists suggest that what a person knows about a company (i.e., corporate associations) can influence perceptions of the company's products, little systematic research on these eff...

A Process-Tracing Study of Brand Extension Evaluation

Results of a laboratory experiment in which response times and verbal protocols were used to examine processes related to the evaluation of brand extensions showed that subjects’ attitudes toward brand extensions were correlated highly with their ratings of brand extension typicality.

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Brand equity components, brand attitude and brand name familiarity, influence not only the positive benefits but also the adverse consequences that follow brand leveraging. Making use of event study

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The research presented in this article addresses the issue of the significance and relative importance of the determinants of extension success by simultaneously investigating ten success factors.

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The authors develop and test a theory of how public service advertisements function to induce helping responses. Building on Lazarus's general theory of emotion and adaptation, they hypothesize that

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When a brand's concept is consistent with those of its extension products, the prestige brand seems to have greater extendibility to products with low feature similarity than the functional brand does.