Attitudes toward the extension and parent brand in response to extension advertising
This paper investigates how ads for extensions can trigger different reactions with respect to consumers' attitudes towards new line and brand extensions of familiar brands. Using a structural equation model, the authors research the influence of attitude towards the ad (Aad), parent brand quality, and perceived fit on attitude toward the extension (Aext), and resulting feedback effects on attitude toward the parent brand (Apb) with a sample of 509 Belgians. Results are compared between two types of advertising strategies (informational vs. positive emotional). The findings indicate that informational appeals, in comparison to emotional appeals, reduce the effects of parent brand quality and fit, but Aad is all the more important. In terms of feedback effects to the parent brand, Aext transfers more easily to Apb with an informational appeal than with a positive emotional appeal. On the other hand, Aad directly influences Apb for positive emotional appeals, but not informational appeals.
Year of publication: |
2010
|
---|---|
Authors: | Dens, Nathalie ; De Pelsmacker, Patrick |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 63.2010, 11, p. 1237-1244
|
Publisher: |
Elsevier |
Keywords: | Advertising Aad Extensions Parent brand feedback effects |
Saved in:
Online Resource
Saved in favorites
Similar items by person
-
Goos, Peter, (2019)
-
Lopes, Ana Isabel, (2020)
-
A meta-analytic investigation of the role of valence in online reviews
Purnawirawan, Nathalia, (2015)
- More ...