Extending the brand image on new products: the facilitative effect of happy mood states

Abstract

Investigates the influence of mood and brand favorability on the evaluation of brand extensions. It is argued that affective states have an impact on the likelihood that the evaluation of a new product is based on the implications of the brand rather than on the implications of the features of the new product. Specifically, participants reported more positive evaluations of a new product when it was introduced by a positive rather than a negative brand -and this differential impact of category information was more pronounced for participants in a positive compared to a neutral or a negative mood.

How celebrity endorsers enhance parent brand extendibility to low similarity brand extensions

“…In high similarity conditions, they tend to transfer associations directly from the parent brand to the extension (Dens and De Pelsmacker 2010a;Park and Kim 2001) and draw on the attributes of the parent to make inferences about the extension (Greifeneder et al 2007). However, when similarity is low, consumers evaluate the extension product using more piecemeal processing (Dens and De Pelsmacker 2010a).…”

Meaningful stories and attitudes toward the brand: The moderating role of consumers' implicit mindsets

“…Extant research over the past decade suggests that happy stories are especially worth investigating (Mogilner, Aaker, & Kamvar, ). When feeling happy, people are more likely to evaluate others and objects more favorably (e.g., Greifeneder, Bless, & Kuschmann, ; Mogilner et al, ). Further, happiness is one of the two most widely held goals by which people motivate themselves (Baumeister, Vohs, Aaker, & Garbinsky, ).…”

Mood and Processing Effort

“…Aside from persuasion and impression formation processes, moods have been shown to also affect processes in various other research domains such as categorization (Isen & Daubman, 1984), creative problem solving (e.g., Isen, Daubman, & Nowicki, 1987), analytic reasoning tasks (e.g., Fiedler, 1988), and applied areas like foreign exchange trading and brand extensions (Au, Chan, Wang, & Vertinsky, 2003;Greifeneder, Bless, & Kuschmann, 2007). Further, moods influence reliance on scripts (Bless, Schwarz, & Wieland, 1996) and global versus local processing (e.g., Gasper & Clore, 2002).…”