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Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality

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Abstract
This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brand-extension fit exerts on consumer evaluations of both extensions and the parent brand. Two studies manipulate fit in terms of either brand concept consistency or product feature similarity. Lower fit results in negative consumer responses, yet an elaborational advertising strategy mitigates the negative effects of lower fit on extension evaluations. This mitigating effect is stronger for high quality than for average quality brands. The results also indicate extension feedback effects for the parent brand, suggesting that elaborational advertising strategies may reduce the impact of fit on parent brand feedback effects. This latter link is not moderated by parent brand quality.
Keywords
CONSUMER EVALUATIONS, PARENT BRAND, IMPACT, SIMILARITY, IMAGE, PERCEPTIONS, PERSONALITY, STRATEGIES, ATTITUDES, DILUTION, perceived fit, advertising, extension, brand quality, parent brand, feedback effect

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Citation

Please use this url to cite or link to this publication:

MLA
Dens, Nathalie, and Patrick De Pelsmacker. “Does Poor Fit Always Lead to Negative Evaluations? Extension Advertising and Perceived Brand Quality.” INTERNATIONAL JOURNAL OF ADVERTISING 35.3 (2016): 465–485. Print.
APA
Dens, N., & De Pelsmacker, P. (2016). Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality. INTERNATIONAL JOURNAL OF ADVERTISING, 35(3), 465–485.
Chicago author-date
Dens, Nathalie, and Patrick De Pelsmacker. 2016. “Does Poor Fit Always Lead to Negative Evaluations? Extension Advertising and Perceived Brand Quality.” International Journal of Advertising 35 (3): 465–485.
Chicago author-date (all authors)
Dens, Nathalie, and Patrick De Pelsmacker. 2016. “Does Poor Fit Always Lead to Negative Evaluations? Extension Advertising and Perceived Brand Quality.” International Journal of Advertising 35 (3): 465–485.
Vancouver
1.
Dens N, De Pelsmacker P. Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality. INTERNATIONAL JOURNAL OF ADVERTISING. Abingdon: Routledge Journals, Taylor & Francis Ltd; 2016;35(3):465–85.
IEEE
[1]
N. Dens and P. De Pelsmacker, “Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality,” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 35, no. 3, pp. 465–485, 2016.
@article{8524395,
  abstract     = {This article investigates the moderating roles of advertising strategy (relational vs. elaborational) and perceived parent brand quality on the influence that parent brand-extension fit exerts on consumer evaluations of both extensions and the parent brand. Two studies manipulate fit in terms of either brand concept consistency or product feature similarity. Lower fit results in negative consumer responses, yet an elaborational advertising strategy mitigates the negative effects of lower fit on extension evaluations. This mitigating effect is stronger for high quality than for average quality brands. The results also indicate extension feedback effects for the parent brand, suggesting that elaborational advertising strategies may reduce the impact of fit on parent brand feedback effects. This latter link is not moderated by parent brand quality.},
  author       = {Dens, Nathalie and De Pelsmacker, Patrick},
  issn         = {0265-0487},
  journal      = {INTERNATIONAL JOURNAL OF ADVERTISING},
  keywords     = {CONSUMER EVALUATIONS,PARENT BRAND,IMPACT,SIMILARITY,IMAGE,PERCEPTIONS,PERSONALITY,STRATEGIES,ATTITUDES,DILUTION,perceived fit,advertising,extension,brand quality,parent brand,feedback effect},
  language     = {eng},
  number       = {3},
  pages        = {465--485},
  publisher    = {Routledge Journals, Taylor & Francis Ltd},
  title        = {Does poor fit always lead to negative evaluations? Extension advertising and perceived brand quality},
  url          = {http://dx.doi.org/10.1080/02650487.2015.1057924},
  volume       = {35},
  year         = {2016},
}

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