Search Results - subject:"Perceptual fit"

An examination of the cross-cultural construct equivalence of perceptual fit constructs : implications for the use of universal fit measures

Thomas, Benjamin J.; Scroggins, Wesley A. - In: European journal of cross-cultural competence and … 5 (2021) 2, pp. 130-149

Persistent link: https://www.econbiz.de/10012504202

Brand personality as a direct cause of brand extension success : does self-monitoring matter?

Ferguson, Graham; Lau, Kong Cheen; Phau, Ian - In: The journal of consumer marketing 33 (2016) 5, pp. 343-353

Persistent link: https://www.econbiz.de/10011553721

Brand personality as a direct cause of brand extension success: does self-monitoring matter?

Ferguson, Graham; Lau, Kong Cheen; Phau, Ian - In: Journal of Consumer Marketing 33 (2016) 5, pp. 343-353

Purpose Focusing on symbolic brands, this paper aims to re-test whether perceived â€∼fit’ between the personality of the parent brand, and the brand extension causes consumers to the feel increased affect towards the brand extension. The contention is that high brand personality fit...

Persistent link: https://www.econbiz.de/10014850023

Revisiting perceptual fit in co‐branding applications

Thompson, Kenneth; Strutton, David - In: Journal of Product & Brand Management 21 (2012) 1, pp. 15-25

will be targeted to product categories within which the parent brand has a low initial degree of perceptual fit. Design …‐joined brands. “Perceptual fit” and brand attitudes are major constructs thought to influence the ability of brand alliances to … achieve this goal. Specifically, in co‐branding applications, perceptual fit is usually conceptualized as the fit between co …

Persistent link: https://www.econbiz.de/10014896276