We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects...

This article investigates two competing explanations of the mere exposure effect-the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)-under incidental exposure conditions. In two studies, the classical mere exposure effect is...

This research examines the moderating role of consumer's attachment style in the impact of brand personality. Findings support our hypotheses regarding the manner in which brand personality and attachment style differences systematically influence brand outcomes, including brand attachment,...

Results from four studies uncover a relatively automatic cultural congruency mechanism that can influence evaluations of culturally charged brand extensions, overriding the impact of perceived fit on extension evaluations. Culturally congruent extensions (i.e., when both the brand and the...

While a substantial body of research suggests that belongingness needs motivate consumers to use brands to assimilate with a reference group, relatively less attention has been devoted to understanding when and why consumers use brands to differentiate themselves from the group. The current...

On the science of branding: an introduction / Barbara Loken, Rohini Ahluwalia, and Michael J. Houston -- Leveraging a brand through brand extension: a review of two decades of research / Barbara Loken, Christopher Joiner, and Michael J. Houston -- Brand alliances / Akshay Rao -- Traveling the...