Title
Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
London ,
Subject
Economics
Mass communications
Source (journal)
International journal of advertising. - London
Volume/pages
35(2016) :3 , p. 465-485
ISSN
0265-0487
ISI
000373235800005
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brandextension fit exerts on consumer evaluations of both extensions and the parent brand. Two studies manipulate fit in terms of either brand concept consistency or product feature similarity. Lower fit results in negative consumer responses, yet an elaborational advertising strategy mitigates the negative effects of lower fit on extension evaluations. This mitigating effect is stronger for high quality than for average quality brands. The results also indicate extension feedback effects for the parent brand, suggesting that elaborational advertising strategies may reduce the impact of fit on parent brand feedback effects. This latter link is not moderated by parent brand quality.
E-info
https://repository.uantwerpen.be/docman/iruaauth/8fe8b8/36110735.pdf
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