How less congruent new products drive brand engagement: The role of curiosity
Journal of Business Research(2021)
摘要
•Congruence has traditionally been associated with positive brand outcomes.•Low brand congruence may also have positive outcomes for brands.•Specifically, low brand congruence drives consumers’ brand engagement.•Curiosity mediates this relationship.•A brand’s traditional background moderates this effect.
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关键词
Congruence,Curiosity,Brand engagement,Brand Extensions,New Products
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