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- Publisher
- Springer Singapore
- Copyright
- © Springer Nature Singapore Pte Ltd. and Social Sciences Academic Press 2019
- ISBN
- 978-981-13-2269-3
- Pages
- 259 –283
- DOI
- 10.1007/978-981-13-2270-9_13
- Publisher site
- See Chapter on Publisher Site
Abstract
[With a focus on car brands, this article adopts the schema theory in cognitive psychology to conduct qualitative analysis upon the user images and goes further to discuss the influence of gender identity on brand extension. The research shows the user image is an important factor affecting the consumers’ reaction and the user image can be reinforced or weakened through cognitive means to achieve corresponding marketing goals.]
Published: Nov 2, 2018
Keywords: Schema theory; User image; Brand association; Brand extension