Extending the brand image on new products: the facilitative effect of happy mood states

• Investigates the influence of mood and brand favorability on the evaluation of brand extensions. It is argued that affective states have an impact on the likelihood that the evaluation of a new product is based on the implications of the brand rather than on the implications of the features of the new product. Specifically, participants reported more positive evaluations of a new product when it was introduced by a positive rather than a negative brand – and this differential impact of category information was more pronounced for participants in a positive compared to a neutral or a negative mood.

Copyright © 2007 John Wiley & Sons, Ltd.