The Effect Of Hubristic Pride On Brand Upward Extension Evaluation

Pride,which is one of the common self-related feelings,can have an impact on human behavior.In the field of marketing,manufacturers often use consumer's pride for product promotion,especially for brand extension promotion.In recent years,psychologists have developed a two-facet pride model,namely hubristic pride and authentic pride.The antecedents and outcomes of the two-facet pride have significant differences.Therefore,this article combines two-facet of pride and brand extension to explore the the effect of hubristic pride on brand upward extension evaluation.Across three studies,this paper explores the effect of hubristic pride on brand upward extension,the mediating role of anti-upward social extension and the moderating role of psychology ownership.Through experiment,Study 1 shows hubristic pride will significantly reduce the evaluation of brand upward extension.Study 2 repeated the result of study 1 with a different pride manipulation method,also,it shows the mediating role of anti-upward social extension between hubristic pride and brand upward extension.Activating consumers' pride through actual form of advertising,Study 3 shows the moderating role of psychology ownership and explain the boundary conditions of the effect of hubristic pride on brand upward extension.This study increases the practical significance of the study and discovers that only when the consumer does not own the parent brand will hubristic pride significantly lower the brand's upward extension evaluation.This study explores the influence mechanism of hubristic pride on the evaluation of brand upward extension,and has positive theoretical and practical significance.This paper combines the two-facet pride theory with brand extension,enriching both the two-facet of pride theory and brand extension evaluation theory.At the same time,this study can provide theoretical guidance for manufacturers which use hubristic pride to extend the brand,and can also provide theoretical guidance for the selection of the target market for upward brand extension.