Consumer responses to different advertising appeals for new products: the moderating influence of branding strategy and product category involvement
Faculty of Applied Economics
Journal of brand management. - Londen
, p. 50-65
University of Antwerp
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...