Title
How advertising strategy effects brand and USP recall for new brands and extensionsHow advertising strategy effects brand and USP recall for new brands and extensions
Author
Faculty/Department
Faculty of Applied Economics
Research group
Marketing
Publication type
article
Publication
London,
Subject
Economics
Source (journal)
International journal of advertising. - London
Volume/pages
29(2010):2, p. 165-194
ISSN
0265-0487
1759-3948
ISI
000277849500002
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
We investigate possible interaction effects between new product branding strategies (new brands versus extensions) and advertising strategies (informational, positive emotional and negative emotional) for two products differing in product category involvement (laptop computers and candy bars) on brand recall and recall of the unique selling proposition (USP). Two studies were set up with samples representative of the Flemish population (n = 749 and n = 751). Results show that extensions benefit from a brand recall advantage compared to completely new brands, but positive emotional appeals help bridge the gap for new brands. Informational appeals, on the other hand, stimulate USP recall, especially for extensions and regardless of the product category.
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