We investigate the effects of actual product experiences with typical brand extensions on attitudes toward low- vs. high-equity brands. By using a three-wave longitudinal design, we assess both the immediate and delayed intra-individual influence of an experience with an extension on evaluations...

Purpose– This research examines how credence, search, and experience attributes compete with suggestive brand names that are in-congruent with the attributes they cue (e.g., expensive EconoLodge Motel, short-lasting Duracell battery, joint-stiffening JointFlex...