Abstract
The last two decades have witnessed substantial research in terms of brand associations although the process underlying transfer of associations from parent brands and line extensions is still unclear. Previous research has seldom explained the principle of cognitive algebra underlying transfer leading to an inconsistent body of knowledge in this area despite important theoretical and managerial implications. The objective of this paper is to alleviate this lack of consistency by proposing a conceptualization of the process underlying transfer of brand associations.
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© 2015 Academy of Marketing Science
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Boisvert, J. (2015). Towards Conceptualizing the Consumer Cognitive Process Underlying Brand Association Transfer. In: Campbell, C. (eds) Marketing in Transition: Scarcity, Globalism, & Sustainability. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-18687-0_12
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DOI: https://doi.org/10.1007/978-3-319-18687-0_12
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-18686-3
Online ISBN: 978-3-319-18687-0
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