Journal
PSYCHOLOGY & MARKETING
Volume 26, Issue 4, Pages 383-395Publisher
WILEY
DOI: 10.1002/mar.20278
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Following the Selective Activation, Reconstruction, and Anchoring (SARA) and consumer-based brand equity models, high awareness brands are expected to serve as anchors for forming impressions of co-branded entities. Comparing the brand personality profiles of fictitious brand alliances with high and low awareness brands, the brand anchoring effect is found in Studies 1 and 2. Moreover, Study 3 shows that the effect generalizes to specific brand characteristics and results from making brand-related information more available. Future research on brand awareness and on the brand anchoring effect is discussed. (C) 2009 Wiley Periodicals, Inc.
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