Publication
Title
Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality
Author
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.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2016
ISSN
0265-0487
1759-3948 [online]
Volume/pages
35:3(2016), p. 465-485
ISI
000373235800005
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 15.09.2015
Last edited 30.07.2017
To cite this reference