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This research explores how brand extension evaluation is influenced by two types of brand relationship: an exchange brand relationship focused on product quality and value, versus a communal brand relationship focused on emotional connection with consumers. Through three studies, we demonstrate that there is no significant difference in the effect of brand relationship types on high-fit extension, but communal (vs. exchange) brand relationship leads to a more favorable evaluation of low-fit extension. In addition, we find that a serial mediating effect of self-brand affinity and feeling of trust. Specifically, communal (vs. exchange) brand relationship leads to stronger self-brand affinity and stimulates consumers' feeling of trust, thereby improving the evaluation of low fit extension. The results provide brand managers with insights into the values of brand relationship management in brand extension. [ABSTRACT FROM AUTHOR]

Managerial response describes how hotel managers communicate with online reviewers and manage their customer relationships. The purpose of this study is to examine the moderating effect of managerial response on the relationship between review characteristics and review helpfulness. Based on cue utilization theory, this study employs the negative binomial regression to analyse data from TripAdvisor.com. The study results indicate the extrinsic cues (managerial response length and response speed) moderate the effect of intrinsic cues (review sentiment and review length) on review helpfulness. The negative effect of review sentiment on helpfulness is weakened as response length and speed increase; the positive effect of review length on helpfulness is enhanced when response speed is fast, whereas this impact is weakened as response length increases. This study also discusses practical significance for hotel managers, consumers, and online travel platforms. [ABSTRACT FROM AUTHOR]

Maintaining consumer satisfaction is crucial for the online knowledge payment industry. However, the roles of knowledge contributors in generating consumer satisfaction are not well understood. This study integrates the stereotype content model and social exchange theory to investigate the relationships between contributor stereotypes and consumer satisfaction, as well as the mediating mechanisms and moderating factors. The survey data was collected from 523 Chinese knowledge consumers via a professional survey platform and analysed by combining partial least squares structural equation modelling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA). The PLS-SEM findings indicate that both warmth and competence of knowledge contributors positively affect consumer satisfaction, and emotional value has a stronger mediating effect in the impact of contributor warmth, whereas functional value has a stronger mediating effect in the impact of contributor competence. Moreover, the effects of contributor warmth and competence are moderated by consumer gender and motivation, and contributor warmth (vs. competence) is more important for females and consumers with hedonic-dominant motivation, while contributor competence (vs. warmth) is more important for males and consumers with utilitarian-dominant motivation. The fsQCA results reinforce the findings from SEM analysis and provide additional insights regarding the configurations of conditions leading to high consumer satisfaction. [ABSTRACT FROM AUTHOR]