Affect generalization to similar and dissimilar brand extensions; consumer behavior seminar
实验发现品牌名称的整体情感会泛化到新产品，且产品相似度越高，正面或负面情感转移越强；品牌在某一领域的卓越声誉可能对不相关领域的新产品评价产生负面影响。
Abstract The effects of family branding were investigated in a laboratory experiment. Results showed a tendency for the overall affect associated with the brand name, to generalize new and different products. The mediating effects of similarity (between the current and new product) on this relationship were also demonstrated. The greater the similarity between the current and new product, the greater the transfer of positive or negative affect to that new product. The data also suggested that a brand's reputation for excellence in one product area may have a negative impact on consumer ratings of new products in an unrelated product area. Marketing implications are discussed.