Title
Consumer responses to different advertising appeals for new products: the moderating influence of branding strategy and product category involvement Consumer responses to different advertising appeals for new products: the moderating influence of branding strategy and product category involvement
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Londen ,
Subject
Economics
Source (journal)
Journal of brand management. - Londen
Volume/pages
18(2010) :1 , p. 50-65
ISSN
1350-231X
vabb
c:vabb:288604
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
The aim of this study is to investigate interaction effects between branding strategy (new brand versus established brand), advertising execution strategies (informational, positive emotional and negative emotional) and product category involvement (low and high) on consumers attitudes towards the product, purchase intention and the (parent) brand. Two analyses are performed in which involvement is manipulated at product category and at individual level. The results show that in general, line extensions of established brands are preferred over new brands. Furthermore, advertising strategy has little impact on consumer responses to line extensions of familiar brands. The type of advertising strategy used...
Handle