...Xin Liu; Michael Y. Hu; Pamela E. Grimm Purpose The goal of the paper is to examine the affect transfer process of the brand extension by developing a conceptual framework that integrates two factors important to this process: the expectancy and relevancy of brand extensions. Design/methodology...

... The disconfirmation of expectations approach method was used which employs the mismatch between expected and blind evaluation of a product. The assimilation effects (when the perceived quality of the product tends to be congruent with the expected quality attributed to the brand) and the contrast effects (when...

...S. Allen Broyles; Robert H. Ross; Thaweephan (Duke) Leingpibul Purpose The purpose of this paper is to test a model that examines whether the “meets expectations” and “affective feeling state” perspectives of satisfaction are distinct constructs in a cross‐product group setting with products...