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An anchoring and adjustment model of brand extension effects on the core brand
Viswanathan, Nanda K.

1997, Doctor of Philosophy, Ohio State University, Business Administration.

The effect of brand extension performance on the core brand was investigated. An anchoring and adjustment model was proposed to explain the effects of brand extension performance on the core brand. According to the anchoring and adjustment model, the evaluation of the core brand after processing extension information involves the use of prior opinion of the core brand as an anchor that is adjusted based on extension information to arrive at a final evaluation of the core brand. The predictions of the anchoring and adjustment model regarding the effects of extension presentation format on the weight given to extension information and on the form of integration of core brand information and extension information were explored. Two experiments were carried out using an Analysis of Variance framework.

As predicted by the anchoring and adjustment model, when fit between extension and core brand was high, comparisons of extension performance to core brand performance resulted in greater weight to extension information than comparisons of extension performance to competition performance. When fit between extension and core brand was low, changing the format of presentation of extension information did not change the weight given to extension information. Further, as predicted by the anchoring and adjustment model, comparisons of extension performance to core brand performance resulted in averaging forms of integration of core brand and extension information while comparisons of extension performance to competition performance resulted in adding forms of integration of core brand and extension information. The results support the use of an anchoring and adjustment model to explain brand extension effects on the core brand.

Robert E. Burnkrant (Advisor)
H. Rao Unnava (Committee Member)
Richard J. Jagacinski (Committee Member)
203 p.

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Viswanathan, N. (1997). An anchoring and adjustment model of brand extension effects on the core brand. (Electronic Thesis or Dissertation). Retrieved from https://etd.ohiolink.edu/

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Viswanathan, Nanda. "An anchoring and adjustment model of brand extension effects on the core brand." Electronic Thesis or Dissertation. Ohio State University, 1997. OhioLINK Electronic Theses and Dissertations Center. 05 Sep 2015.

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Viswanathan, Nanda "An anchoring and adjustment model of brand extension effects on the core brand." Electronic Thesis or Dissertation. Ohio State University, 1997. https://etd.ohiolink.edu/

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