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impact of intra‐brand platform sharing on brand attractiveness",{"VOID":847},"10.1108\u002F10610420910957834",{"EN":849},"\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Purpose\u003C\u002Fjats:title>\u003Cjats:p>This paper aims to empirically examine the brand impact of intra‐brand platform sharing.\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Design\u002Fmethodology\u002Fapproach\u003C\u002Fjats:title>\u003Cjats:p>The study uses two real platform‐sharing examples from the automobile and consumer electronics industries in an experimental setting.\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Findings\u003C\u002Fjats:title>\u003Cjats:p>The study finds that intra‐brand platform sharing caused no damage to brand equity in either setting.\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Research 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(1986), “Judging probable cause”, Psychological Bulletin, Vol. 99 No. 1, pp. 3‐19.",{"doi":1458},"10.1037\u002F0033-2909.99.1.3",{"id":17,"text":1460,"url":17,"identifiers":1461},"Freiden, J.B. (1984), “Advertising spokesperson effects: an examination of endorser type and gender on two audiences”, Journal of Advertising Research, Vol. 24, October\u002FNovember, pp. 33‐41.",{},{"id":17,"text":1463,"url":17,"identifiers":1464},"Kahle, L.R. and Homer, P.M. (1985), “Physical attractiveness of the celebrity endorser: a social adaptation perspective”, Journal of Consumer Research, Vol. 11, March, pp. 954‐61.",{"doi":1465},"10.1086\u002F209029",{"id":17,"text":1467,"url":17,"identifiers":1468},"Kaikati, J.G. 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(1996), “An investigation of the mediational mechanisms underlying attitudinal conditioning”, Journal of Marketing Research, Vol. XXXIII, August, pp. 318‐28.",{"doi":1480},"10.1177\u002F002224379603300306",{"id":17,"text":1482,"url":17,"identifiers":1483},"Lynch, J. and Schuler, D. (1994), “The matchup effect of spokesperson and product congruency: a schema theory interpretation”, Psychology & Marketing, Vol. 11 No. 5, pp. 417‐45.",{"doi":1484},"10.1002\u002Fmar.4220110502",{"id":17,"text":1486,"url":17,"identifiers":1487},"McCracken, G. (1986), “Culture and consumption: a theoretical account of the structure and movement of the cultural meaning of consumer goods”, Journal of Consumer Research, Vol. 13, June, pp. 71‐84.",{"doi":1488},"10.1086\u002F209048",{"id":17,"text":1490,"url":17,"identifiers":1491},"McCracken, G. (1989), “Who is the celebrity endorser? Cultural foundations of the endorsement process”, Journal of Consumer Research, Vol. 16, December, pp. 310‐21.",{"doi":1492},"10.1086\u002F209217",{"id":17,"text":1494,"url":17,"identifiers":1495},"McSweeney, F.K. and Bierley, C. (1984), “Recent developments in classical conditioning”, Journal of Consumer Research, Vol. 11, September, pp. 619‐31.",{"doi":1496},"10.1086\u002F208999",{"id":17,"text":1498,"url":17,"identifiers":1499},"Martindale, C. (1991), Cognitive Psychology: A Neural‐Network Approach, Brooks\u002FCole, Pacific Grove, CA.",{},{"id":17,"text":1501,"url":17,"identifiers":1502},"Meyers‐Levy, J. (1989), “The influence of a brand name’s association set size and word frequency on brand memory”, Journal of Consumer Research, Vol. 16 No. 2, pp. 197‐207.",{"doi":1503},"10.1086\u002F209208",{"id":17,"text":1505,"url":17,"identifiers":1506},"Miciak, A.R. and Shanklin, W.L. (1994), “Choosing celebrity endorsers”, Marketing Management, Winter, pp. 51‐9.",{},{"id":17,"text":1508,"url":17,"identifiers":1509},"Petty, R.E., Cacioppo, J.T. and Schumann, D. (1983), “Central and peripheral routes to advertising effectiveness: the moderating role of involvement”, Journal of Consumer Research, Vol. 10, September, pp. 135‐46.",{"doi":1510},"10.1086\u002F208954",{"id":17,"text":1512,"url":17,"identifiers":1513},"Rescorla, R.A. (1988), “Pavlovian conditioning: it’s not what you think it is”, American Psychologist, Vol. 43, March, pp. 151‐60.",{"doi":1514},"10.1037\u002F0003-066X.43.3.151",{"id":17,"text":1516,"url":17,"identifiers":1517},"Rumelhart, D.E., Hinton, G.E. and McClelland, J.L. (1986), “A general framework for parallel distributed processing”, in Rumelhart, D.E. and McClelland, J.L. 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(1991), “A program of classical conditioning experiments testing variations in the conditioned stimulus and contents”, Journal of Consumer Research, Vol. 18, June, pp. 1‐12.",{"doi":1529},"10.1086\u002F209236",{"id":17,"text":1531,"url":17,"identifiers":1532},"Stuart, E.W., Shimp, T.A. and Engle, R.W. (1987), “Classical conditioning of consumer attitudes: four experiments in an advertising context”, Journal of Consumer Research, Vol. 14, December, pp. 334‐51.",{"doi":1533},"10.1086\u002F209117",{"id":17,"text":1535,"url":17,"identifiers":1536},"Till, B.D. (1996), “Negative publicity and the endorsed brand: the moderating effect of association strength and timing of negative publicity”, in Proceedings of Conference of American Academy of Advertising, pp. 191‐2.",{},{"id":17,"text":1538,"url":17,"identifiers":1539},"Till, B.D. and Shimp, T.A. (1995), “Can negative celebrity information hurt the endorsed brand?” in Proceedings of AMA Winter Educators’ Conference, pp. 154‐5.",{},{"id":17,"text":1541,"url":17,"identifiers":1542},"Tripp, C., Jensen, T.D. and Carlson, L. (1994), “The effects of multiple product endorsements by celebrities on consumers’ attitudes and intentions”, Journal of Consumer Research, Vol. 20, March, pp. 535‐47.",{"doi":1543},"10.1086\u002F209368",{"id":17,"text":1545,"url":17,"identifiers":1546},"Walker, M., Langmeyer, L. and Langmeyer, D. (1992), “Celebrity endorsers: do you get what you pay for?”, The Journal of Services Marketing, Vol. 6, Fall, pp. 35‐42.",{"doi":1547},"10.1108\u002FEUM0000000002531",{"id":1549,"createTime":1550,"updateTime":1551,"relativeEntities":1552,"slug":1553,"properties":1554,"entityType":133,"verifyStatus":134,"verifyTime":1551,"verifyNote":136,"languages":1561,"translateLanguages":17,"viewCount":18,"primaryUrl":1562,"fullTextUrl":17,"authors":1563,"publicationType":158,"publisherRelationship":1624,"citationCount":17,"citationInfo":17,"publishDate":1669,"publishYear":1670,"citationAnalyzeStatus":16,"lastCitationAnalyze":17,"indexDatabases":1671,"openAccess":17,"references":1672,"isForceReanalyzing":208},"902c1639-0bf4-4d4b-b2ec-14540aff0e6c","2024-04-13T04:26:29.276+00:00","2025-02-23T00:30:56.570+00:00",[],"Regulatory-focus-as-a-determinant-of-brand-value",{"title":1555,"doi":1557,"abstract":1559},{"EN":1556},"Regulatory focus as a determinant of brand value",{"VOID":1558},"10.1108\u002F10610421011086937",{"EN":1560},"\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Purpose\u003C\u002Fjats:title>\u003Cjats:p>This research aims to investigate the relationship between consumer regulatory focus and brand value.\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Design\u002Fmethodology\u002Fapproach\u003C\u002Fjats:title>\u003Cjats:p>Three studies were conducted using both student subject pools and a broader sample from the US population. The relative chronic promotion or prevention orientation of each participant was measured, as was response to brand and pricing stimuli.\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Findings\u003C\u002Fjats:title>\u003Cjats:p>Promotion‐oriented individuals are more sensitive to differences in established brands than prevention‐oriented individuals (studies 1 and 2), and promotion‐oriented individuals have a greater preference for new brands than prevention‐oriented individuals (study 2). Also, an individual's degree of chronic promotion orientation is an important driver of this relationship (study 3).\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Research limitations\u002Fimplications\u003C\u002Fjats:title>\u003Cjats:p>Brand quality is considered as a general concept rather than a multidimensional construct. Although brand is a largely affective and emotional product attribute, brand trust is a dimension of quality that helps to satisfy prevention goals. A deeper investigation of the relationship between brand trust and prevention goals is recommended for future research.\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Practical implications\u003C\u002Fjats:title>\u003Cjats:p>Firms should consider the status of their brand within their product category. A firm with a relatively high quality brand can aggressively enter new categories early in the category lifecycle. Lower quality brands may benefit more from reinforcing their position in existing categories, or creating new brands for new categories.\u003C\u002Fjats:p>\u003C\u002Fjats:sec>\u003Cjats:sec>\u003Cjats:title content-type=\"abstract-heading\">Originality\u002Fvalue\u003C\u002Fjats:title>\u003Cjats:p>This research has important implications regarding the timing and pricing of product 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