Publication
Title
Consumer responses to different advertising appeals for new products: the moderating influence of branding strategy and product category involvement
Author
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...
Language
English
Source (journal)
Journal of brand management. - Londen
Publication
Londen : 2010
ISSN
1350-231X
Volume/pages
18:1(2010), p. 50-65
Full text (Publishers DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
VABB-SHW
Record
Identification
Creation 08.09.2010
Last edited 22.11.2016
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