Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation
- Author
- N Dens and Patrick De Pelsmacker (UGent)
- Organization
- Abstract
- This paper investigates how advertisements for extensions contribute to consumers' attitudes towards new line and brand extensions of highly familiar brands. We investigate the relative importance of attitude toward the advertisement (Aad), parent brand quality, and fit between the extension and the parent brand for extension evaluations with a sample of 754 Belgians. Hierarchical regressions showed that Aad is the major influencer of extension evaluation. The importance of Aad, quality, and fit on extension evaluation is moderated by extension type (line or brand extension), advertising strategy (informational, positive emotional, negative emotional), and product involvement (low or high involvement). Quality transfer from the parent brand was more outspoken for line than for brand extensions; Aad was relatively more important for low product involvement and fit for high involvement conditions. Informational appeals, compared to emotional appeals, reduced the effects of parent brand quality and fit, but Aad was all the more important.
- Keywords
- BRAND EXTENSIONS, CONSUMER EVALUATIONS, ATTITUDE, NAME, PERSPECTIVE
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Citation
Please use this url to cite or link to this publication: http://hdl.handle.net/1854/LU-966825
- MLA
- Dens, N., and Patrick De Pelsmacker. “Advertising for Extensions: Moderating Effects of Extension Type, Advertising Strategy, and Product Category Involvement on Extension Evaluation.” MARKETING LETTERS, vol. 21, no. 2, Springer, 2010, pp. 175–89, doi:10.1007/s11002-009-9086-1.
- APA
- Dens, N., & De Pelsmacker, P. (2010). Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation. MARKETING LETTERS, 21(2), 175–189. https://doi.org/10.1007/s11002-009-9086-1
- Chicago author-date
- Dens, N, and Patrick De Pelsmacker. 2010. “Advertising for Extensions: Moderating Effects of Extension Type, Advertising Strategy, and Product Category Involvement on Extension Evaluation.” MARKETING LETTERS 21 (2): 175–89. https://doi.org/10.1007/s11002-009-9086-1.
- Chicago author-date (all authors)
- Dens, N, and Patrick De Pelsmacker. 2010. “Advertising for Extensions: Moderating Effects of Extension Type, Advertising Strategy, and Product Category Involvement on Extension Evaluation.” MARKETING LETTERS 21 (2): 175–189. doi:10.1007/s11002-009-9086-1.
- Vancouver
- 1.Dens N, De Pelsmacker P. Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation. MARKETING LETTERS. 2010;21(2):175–89.
- IEEE
- [1]N. Dens and P. De Pelsmacker, “Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation,” MARKETING LETTERS, vol. 21, no. 2, pp. 175–189, 2010.
@article{966825,
abstract = {{This paper investigates how advertisements for extensions contribute to consumers' attitudes towards new line and brand extensions of highly familiar brands. We investigate the relative importance of attitude toward the advertisement (Aad), parent brand quality, and fit between the extension and the parent brand for extension evaluations with a sample of 754 Belgians. Hierarchical regressions showed that Aad is the major influencer of extension evaluation. The importance of Aad, quality, and fit on extension evaluation is moderated by extension type (line or brand extension), advertising strategy (informational, positive emotional, negative emotional), and product involvement (low or high involvement). Quality transfer from the parent brand was more outspoken for line than for brand extensions; Aad was relatively more important for low product involvement and fit for high involvement conditions. Informational appeals, compared to emotional appeals, reduced the effects of parent brand quality and fit, but Aad was all the more important.}},
author = {{Dens, N and De Pelsmacker, Patrick}},
issn = {{0923-0645}},
journal = {{MARKETING LETTERS}},
keywords = {{BRAND EXTENSIONS,CONSUMER EVALUATIONS,ATTITUDE,NAME,PERSPECTIVE}},
language = {{eng}},
number = {{2}},
pages = {{175--189}},
publisher = {{Springer}},
title = {{Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation}},
url = {{http://doi.org/10.1007/s11002-009-9086-1}},
volume = {{21}},
year = {{2010}},
}
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