People frequently fail to see themselves as environmentally-conscious consumers; one reason for this is that they are oftentimes prone to dismissing their more common ecological behaviors (e.g., avoid littering) as non-diagnostic for that particular self-image. The cueing of commonly performed...

Purpose The purpose of this paper is to show that high similarity between a parent brand and an extension category can have a detrimental effect on how a brand extension is perceived to perform on specific attributes. This happens because similarity influences the perceived positioning of a...