Publication
Title
Advertising for extensions: moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation
Author
Abstract
Abstract This paper investigates how advertisements for extensions contribute to consumers attitudes towards new line and brand extensions of highly familiar brands. We investigate the relative importance of attitude toward the advertisement (Aad), parent brand quality, and fit between the extension and the parent brand for extension evaluations with a sample of 754 Belgians. Hierarchical regressions showed that Aad is the major influencer of extension evaluation. The importance of Aad, quality, and fit on extension evaluation is moderated by extension type (line or brand extension), advertising strategy (informational, positive emotional, negative emotional), and product involvement (low or high involvement). Quality transfer from the parent brand was more outspoken for line than for brand extensions; Aad was relatively more important for low product involvement and fit for high involvement conditions. Informational appeals, compared to emotional appeals, reduced the effects of parent brand quality and fit, but Aad was all the more important
Language
English
Source (journal)
Marketing letters. - Dordrecht
Publication
Dordrecht : 2010
ISSN
0923-0645
Volume/pages
21:2(2010), p. 175-189
ISI
000276745100006
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 28.08.2009
Last edited 18.06.2017
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