2009
DOI: 10.1002/mar.20278
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The brand anchoring effect: A judgment bias resulting from brand awareness and temporary accessibility

Abstract: Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer-based brand equity models, high awareness brands are expected to serve as anchors for forming impressions of co-branded entities. Comparing the brand personality profiles of fictitious brand alliances with high and low awareness brands, the brand anchoring effect is found in Studies 1 and 2. Moreover, Study 3 shows that the effect generalizes to specific brand characteristics and results from making brand-related information … Show more

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Cited by 33 publications
(28 citation statements)
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“…It has been found that an alliance creates positive spillover effects between the two parent brands and the co-brand (e.g., Levin, Davis, & Levin, 1996;Lou et al, 2008;Simonin & Ruth, 1998;Park, Jun, & Shocker, 1996;Washburn et al, 2000) as well as between the two parent brands (e.g. Esch, Schmitt, Redler, & Langner, 2009;Fang & Mishra, 2002;Lafferty, Goldsmith, & Hult, 2004). These effects are enhanced for the weaker parent brand of the parent brands (Dahlén & Lange, 2005;Lou et al, 2008;Simonin & Ruth, 1998).…”
Section: Introductionmentioning
confidence: 99%
“…It has been found that an alliance creates positive spillover effects between the two parent brands and the co-brand (e.g., Levin, Davis, & Levin, 1996;Lou et al, 2008;Simonin & Ruth, 1998;Park, Jun, & Shocker, 1996;Washburn et al, 2000) as well as between the two parent brands (e.g. Esch, Schmitt, Redler, & Langner, 2009;Fang & Mishra, 2002;Lafferty, Goldsmith, & Hult, 2004). These effects are enhanced for the weaker parent brand of the parent brands (Dahlén & Lange, 2005;Lou et al, 2008;Simonin & Ruth, 1998).…”
Section: Introductionmentioning
confidence: 99%
“…Toda vez que os indivíduos formam uma impressão ou uma imagem sobre um estímulo quando outro estímulo está presente, essas reproduções podem estar sujeitas a efeitos de ancoragem (Esch et al, 2009). A Heurística da Ancoragem e Ajustamento verifica a chance de ocorrência de um evento pela colocação de uma base (âncora) e então se faz um ajuste.…”
Section: Heurística Da Ancoragem E Ajustamentounclassified
“…According to Esch et al (2009), anchoring refers to a biased judgment of a stimulus based on an initial assessment of another stimulus and an insufficient adjustment away from that initial assessment". This means that an earlier presented value affects people when they are to estimate an unknown quantity, which then will be close to the value that was considered before the estimation.…”
Section: Literature Reviewmentioning
confidence: 99%