Title

Design And Analysis Of A Distributed Grid Resource Discovery Protocol

Keywords

Brand extensions; Complements; Extension evaluations; Manufacturing transferability; Substitutes

Abstract

This research investigates how consumer evaluations of brand extensions that either complement or substitute the original parent brand vary depending on the level of manufacturing transferability (i. e., the extent to which the parent brand's existing resources and skills can be used to make the extension). We propose that a complement extension is processed by consumers at a higher, more abstract level whereas a substitute extension is processed at a lower, more concrete level. Since manufacturing transferability activates concrete cognitions of the production process, an increase in manufacturing transferability tends to result in more favorable evaluations toward substitute extensions than complement extensions. Empirical tests using a multi-method approach reveal support both for the underlying theoretical mechanism and the proposed hypotheses. © 2011 Springer Science+Business Media, LLC.

Publication Date

3-1-2012

Publication Title

Cluster Computing

Volume

15

Issue

1

Number of Pages

37-52

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1007/s10586-010-0147-2

Socpus ID

84857642899 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/84857642899

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