KOREASCHOLAR

Although vast research has been done to better understand brand knowledge, few studies explore the conscious and the unconscious mental processes that increase brand equity when a brand is linked with value adding entities like persons, events or symbols. In our paper we introduce an integrated approach that includes both the explicit and implicit facets of customers’ brand knowledge and the leveraging effects when a brand is framed by another entity. In order to analyze brand knowledge enhancement effects in sufficient detail, we fall back on the multifaceted model of brand leverage by combining a brand with an external label. Our study results show that the combination of measuring implicit and explicit facets of brand knowledge is a better indicator to predict brand knowledge enhancement, and also that the analysis of subconscious processes help to better position the linked object in customers’ perception in order to foster the brand leveraging success.Although vast research has been done to better understand brand knowledge, few studies explore the conscious and the unconscious mental processes that increase brand equity when a brand is linked with value adding entities like persons, events or symbols. In our paper we introduce an integrated approach that includes both the explicit and implicit facets of customers’ brand knowledge and the leveraging effects when a brand is framed by another entity. In order to analyze brand knowledge enhancement effects in sufficient detail, we fall back on the multifaceted model of brand leverage by combining a brand with an external label. Our study results show that the combination of measuring implicit and explicit facets of brand knowledge is a better indicator to predict brand knowledge enhancement, and also that the analysis of subconscious processes help to better position the linked object in customers’ perception in order to foster the brand leveraging success.

• Steffen Schmidt(Leibniz University of Hannover)
• Sascha Langner(Leibniz University of Hannover)
• Klaus-Peter Wiedmann(Leibniz University of Hannover)
• Janina Haase(Leibniz University of Hannover)
• Stefan Behrens(Leibniz University of Hannover)