The influence of positive mood on brand extension evaluations

The current research examines how positive mood influences consumer evaluat ions of brand extensions. As a means of addressing this issue, we integrate findings from prior research on brand extensions with those concerning the effect of mood on similarity and evaluative judgments. Our results indicat e that positive mood primarily enhances evaluations of extensions viewed as moderately similar (as opposed to very similar or dissimilar) to a favorab ly evaluated core brand. This pattern of effects prevailed in separate stud ies using two different types of mood manipulations. The evidence supports a mood process in which the influence of positive mood on extension evaluat ions is mediated by its effects on perceptions of the similarity between th e core brand and the extension as well as the perceived competency of the m arketer in producing the extension. Implications of these findings for mark eting managers are presented along with suggestions for further research.