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Advertising for extensions: Moderating effects of extension type, advertising strategy, and product category involvement on extension evaluation

N Dens and Patrick De Pelsmacker UGent (2010) MARKETING LETTERS. 21(2). p.175-189
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.
Please use this url to cite or link to this publication:
author
organization
year
type
journalArticle (original)
publication status
published
subject
keyword
CONSUMER EVALUATIONS, BRAND EXTENSIONS, ATTITUDE, NAME, PERSPECTIVE
journal title
MARKETING LETTERS
Mark. Lett.
volume
21
issue
2
pages
15 pages
publisher
Springer
place of publication
DORDRECHT
Web of Science type
Article
Web of Science id
000276745100006
JCR category
BUSINESS
JCR impact factor
1.263 (2010)
JCR rank
54/101 (2010)
JCR quartile
3 (2010)
ISSN
0923-0645
DOI
10.1007/s11002-009-9086-1
language
English
UGent publication?
yes
classification
A1
copyright statement
I have transferred the copyright for this publication to the publisher
id
966825
handle
http://hdl.handle.net/1854/LU-966825
date created
2010-05-31 17:34:38
date last changed
2010-06-02 09:35:30
@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},
  keyword      = {CONSUMER EVALUATIONS,BRAND EXTENSIONS,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://dx.doi.org/10.1007/s11002-009-9086-1},
  volume       = {21},
  year         = {2010},
}

Chicago
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.
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.
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. DORDRECHT: Springer; 2010;21(2):175–89.
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 21.2 (2010): 175–189. Print.