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http://hdl.handle.net/10397/93789
Title: | How life-role transitions shape consumer responses to brand extensions | Authors: | Su, L Monga, AB Jiang, Y |
Issue Date: | 1-Jun-2021 | Source: | Journal of marketing research, 1 June 2021, v. 58, no. 3, p. 579-594 | Abstract: | 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 consumers under life-role transition have more favorable attitudes toward distant (i.e., low- or moderate-fit) brand extensions than consumers who are not under life-role transition. The effect is driven by a sense of self-concept ambiguity associated with life-role transition, which subsequently prompts dialectical thinking that helps improve perceived fit between a parent brand and its extension, finally resulting in more favorable brand extension evaluation. This effect diminishes for (1) near (i.e., high-fit) brand extensions that do not require dialectical thinking for perceiving fit; (2) for sub-brand (vs. direct brand) architecture, for which there is less of a need to use dialectical thinking to reconcile the inconsistencies between a parent brand and its extension; and (3) when consumers perceive they have resources to cope with the life-role transition, which attenuates self-concept ambiguity. This research offers important theoretical and managerial insights by focusing on life-role transition—an important aspect of consumers’ lives that has been largely underresearched—and by demonstrating how and why it elicits more favorable attitudes toward brand extensions. | Keywords: | Brand extensions Dialectical thinking Life-role transition Self-concept ambiguity |
Publisher: | American Marketing Association | Journal: | Journal of marketing research | ISSN: | 0022-2437 | EISSN: | 1547-7193 | DOI: | 10.1177/0022243720986546 | Rights: | This is the accepted version of the publication Su L, Monga A (Sonia) B, Jiang Y. How Life-Role Transitions Shape Consumer Responses to Brand Extensions. Journal of Marketing Research. 2021;58(3):579-594. Copyright © American Marketing Association 2021. DOI: 10.1177/0022243720986546 |
Appears in Collections: | Journal/Magazine Article |
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Jiang_How_Life-Role_Transitions.pdf | Pre-Published version | 950.1 kB | Adobe PDF | View/Open |
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