Construct · 1 fields · 1 citations

ownership effect in brand line stretches: a standalone construct

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Branding

the finding that owners of a prestige brand respond more favorably than nonowners to upward stretches and less favorably to downward stretches of that brand.

In branding, ownership effect in brand line stretches refers to the finding that owners of a prestige brand respond more favorably than nonowners to upward stretches and less favorably to downward stretches of that brand. This meaning comes from Kirmani (1999) in Journal of Marketing.[1]

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Nearby constructs

line4 fields · 7 citationsjingle · one word, four constructs prestige2 fields · 2 citationsjingle · one word, two constructs ownership4 fields · 5 citationsjingle · one word, four constructs

References

Kirmani, A., Sood, S., & Bridges, S. (1999). The Ownership Effect in Consumer Responses to Brand Line Stretches. Journal of Marketing, 63(1), 88-101. https://doi.org/10.1177/002224299906300107

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