... of customer identification with the existing brand. Design/methodology/approach This research applies the enabler logic from schema theory and uses two experimental studies to compare the effect of non-co-branded and co-branded extension strategies on customers’ attitude towards the existing brand...

... socially responsible consumption and consumer innovativeness moderate the two mediating effects in recycling and upcycling situations, respectively. The higher perceived fit, in turn, leads to greater purchase intentions (Studies 3a and 3b). Originality/value Grounded in schema theory, this study...

... at: huijian_fu@gdut.edu.cn 11 04 2023 30 08 2023 02 11 2023 17 11 2023 17 11 2023 © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Downward line extension Power distance belief Schema theory Perceived fit Self-congruity...

... images of products and brands. Nicolas Papadopoulos can be contacted at: nicolas.papadopoulos@carleton.ca © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Place Country-of-origin Schema theory Place image Brand origin Product-country image...

...Georgios Halkias Purpose – This paper aims to review the notion of schemata in consumer behavior, placing particular emphasis on the conceptualization of brand knowledge, and illustrate how schema theory may act as a unifying conceptual framework to study what consumers know about products...