Publication
Title
How advertising strategy effects brand and USP recall for new brands and extensions
Author
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.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2010
ISSN
0265-0487
1759-3948 [online]
Volume/pages
29:2(2010), p. 165-194
ISI
000277849500002
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 09.06.2010
Last edited 13.07.2017
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