Title
Attitudes toward the extension and parent brand in response to extension advertisingAttitudes toward the extension and parent brand in response to extension advertising
Author
Faculty/Department
Faculty of Applied Economics
Research group
Marketing
Publication type
article
Publication
New York,
Subject
Economics
Source (journal)
Journal of business research. - New York
Volume/pages
63(2010):11, p. 1237-1244
ISSN
0148-2963
ISI
000283898700019
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This paper investigates how ads for extensions can trigger different reactions with respect to consumers' attitudes towards new line and brand extensions of familiar brands. Using a structural equation model, the authors research the influence of attitude towards the ad (Aad), parent brand quality, and perceived fit on attitude toward the extension (Aext), and resulting feedback effects on attitude toward the parent brand (Apb) with a sample of 509 Belgians. Results are compared between two types of advertising strategies (informational vs. positive emotional). The findings indicate that informational appeals, in comparison to emotional appeals, reduce the effects of parent brand quality and fit, but Aad is all the more important. In terms of feedback effects to the parent brand, Aext transfers more easily to Apb with an informational appeal than with a positive emotional appeal. On the other hand, Aad directly influences Apb for positive emotional appeals, but not informational appeals
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