Pryor, Kevin; Brodie, Roderick J. - In: Journal of Product & Brand Management 7 (1998) 6, pp. 497-508
A replication of Boush’s exploratory study provides further evidence about how advertising slogans prime evaluations of brand extensions. Two hypotheses are investigated. First, that a brand extension will be rated as more similar to existing family‐branded products if the advertising slogan...