Consumers’ Emotional Responses to Brand Extensions: An Examination of the Cognition-Emotion-Action Process Using the Cognitive Appraisal Theory

Yuen, Tsunwai Wesley, He, Hongwei and Nieroda, Marzena (2019) Consumers’ Emotional Responses to Brand Extensions: An Examination of the Cognition-Emotion-Action Process Using the Cognitive Appraisal Theory. In: 41st Annual ISMS Marketing Science Conference, 20-22 June 2019, University of Roma Tre, Rome, Italy.

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Abstract

Brand extension (BE) strategy involves an established brand introducing products in a similar (high fit) or dissimilar (low fit) product category. For instance, Colgate’s mouthwash and Colgate’s ready meal represent similar and dissimilar BE to Colgate’s core products, i.e. toothpaste. While launching BE helps brands to increase revenue streams, such strategies are not always successful. One of the reasons behind failures might be a negative emotional response to such products, which is likely to hinder adoption.
Applying the Cognitive Appraisal Theory (CAT) to this context could help us understand how: (1) emotional responses are formed, (2) emotions affect behaviors, and (3) to manage emotions for successful BE launch. CAT proposes that emotions are important predictors of consumer behavior and result from cognitive evaluation (appraisal dimensions) of an event or object. While the CAT framework could be used to explain antecedents and outcomes of emotional responses in the context of BE, it remains unknown what are the main BE evaluation criteria (appraisal dimensions) and how perceived (dis)similarity of a BE to a parent brand (fit) affect those evaluations. Furthermore, we do not know what emotions may be evoked and how those emotions can affect behavioral outcomes for BE, such as purchase intention.
The current research addresses this gap by investigating how low/high fit brand extensions activate the cognitive appraisal process. In initial research stage (n = 1424), we develop a scale measuring emotional responses to BE and identify cognitive appraisal dimensions (goal congruence and goal relevance) resulting from exposure to BE in high/low fit conditions. In a series of experiments, we show how cognitive appraisal can further influence emotions and behavioral responses to BE. The results shed lights on affecting consumers’ emotional responses to BE through managing cognitive responses to those products.

Keywords:Brand Extension, Emotional Response, Cognitive Appraisal Theory
Subjects:N Business and Administrative studies > N500 Marketing
Divisions:Lincoln International Business School
ID Code:39419
Deposited On:10 Jan 2020 15:16

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