The internal influence of three dimensional knowledge on consumer acceptance of a brand from the multi-branding firm

In the purchase decision of a new brand from a multi-branding firm, a consumer is likely to rely upon what he/she knows about the company to make an initial judgement of this new brand. This research is designed to explore how established consumer knowledge can influence the consumer's new brand purchase intention and how the knowledge transfer can be moderated by some product characteristics. In this research, consumer knowledge is conceptualised by two variables: Category Expertise Belief and Category Association Belief, and product characteristics are measured by Product Sign Value and Product Pleasure Value. The research findings shall be helpful to brand managers who wish to shape and take advantage of consumer knowledge to expedite consumer acceptance of a new brand.