Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/93789
DC Field | Value | Language |
---|---|---|
dc.contributor | Department of Management and Marketing | en_US |
dc.creator | Su, L | en_US |
dc.creator | Monga, AB | en_US |
dc.creator | Jiang, Y | en_US |
dc.date.accessioned | 2022-07-27T02:34:50Z | - |
dc.date.available | 2022-07-27T02:34:50Z | - |
dc.identifier.issn | 0022-2437 | en_US |
dc.identifier.uri | http://hdl.handle.net/10397/93789 | - |
dc.language.iso | en | en_US |
dc.publisher | American Marketing Association | en_US |
dc.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 | en_US |
dc.subject | Brand extensions | en_US |
dc.subject | Dialectical thinking | en_US |
dc.subject | Life-role transition | en_US |
dc.subject | Self-concept ambiguity | en_US |
dc.title | How life-role transitions shape consumer responses to brand extensions | en_US |
dc.type | Journal/Magazine Article | en_US |
dc.identifier.spage | 579 | en_US |
dc.identifier.epage | 594 | en_US |
dc.identifier.volume | 58 | en_US |
dc.identifier.issue | 3 | en_US |
dc.identifier.doi | 10.1177/0022243720986546 | en_US |
dcterms.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. | en_US |
dcterms.accessRights | open access | en_US |
dcterms.bibliographicCitation | Journal of marketing research, 1 June 2021, v. 58, no. 3, p. 579-594 | en_US |
dcterms.isPartOf | Journal of marketing research | en_US |
dcterms.issued | 2021-06-01 | - |
dc.identifier.scopus | 2-s2.0-85105494876 | - |
dc.identifier.eissn | 1547-7193 | en_US |
dc.description.validate | 202207 bchy | en_US |
dc.description.oa | Accepted Manuscript | en_US |
dc.identifier.FolderNumber | MM-0025 | - |
dc.description.fundingSource | RGC | en_US |
dc.description.fundingSource | Others | en_US |
dc.description.fundingText | DRC; ACBM | en_US |
dc.description.pubStatus | Published | en_US |
dc.identifier.OPUS | 51525892 | - |
Appears in Collections: | Journal/Magazine Article |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Jiang_How_Life-Role_Transitions.pdf | Pre-Published version | 950.1 kB | Adobe PDF | View/Open |
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