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Brand Representation Over Time

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  • Pronobesh Banerjee

    (Indian Institute of Management Kozhikode)

Abstract

Previous research shows that situational variables influence the accessibility of brand knowledge. For example, individuals with interdependent self-construal are more likely to associate with an exemplar than a prototype of a brand. Likewise, individuals with independent self-construal more likely associate with the prototype than the exemplar. In addition, field dependents have greater accessibility to exemplar than prototype associations. Likewise, independents have greater accessibility to prototype than exemplar associations. This research shows how another situation variable,temporal construal, moderates the accessibility of exemplar and prototype associations of a brand.

Suggested Citation

  • Pronobesh Banerjee, 2021. "Brand Representation Over Time," Working papers 443, Indian Institute of Management Kozhikode.
    • Handle: RePEc:iik:wpaper:443
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    File URL: https://iimk.ac.in/websiteadmin/FacultyPublications/Working%20Papers/3390IIMK_WPS_443_MM_2021_05%20.pdf?t=14
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    References listed on IDEAS

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    1. Hakkyun Kim & Akshay R. Rao & Angela Y. Lee, 2009. "It's Time to Vote: The Effect of Matching Message Orientation and Temporal Frame on Political Persuasion," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(6), pages 877-889, April.
    2. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    3. Sharon Ng & Michael J. Houston, 2006. "Exemplars or Beliefs? The Impact of Self-View on the Nature and Relative Influence of Brand Associations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(4), pages 519-529, March.
    4. Yeung-Jo Kim & Jongwon Park & Robert S. Wyer Jr., 2009. "Effects of Temporal Distance and Memory on Consumer Judgments," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(4), pages 634-645, December.
    5. Huifang Mao & H. Shanker Krishnan, 2006. "Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(1), pages 41-49, June.
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