Marketing Letters

, Volume 21, Issue 2, pp 175–189

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

Authors

    • Marketing Department, Faculty of Applied EconomicsUniversity of Antwerp
  • Patrick De Pelsmacker
    • Marketing Department, Faculty of Applied EconomicsUniversity of Antwerp
    • Marketing Department, Faculty of Economics and Business AdministrationGhent University
Article

DOI: 10.1007/s11002-009-9086-1

Cite this article as:
Dens, N. & De Pelsmacker, P. Mark Lett (2010) 21: 175. doi:10.1007/s11002-009-9086-1

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

AdvertisingAadLine extensionBrand extensionInvolvement

Copyright information

© Springer Science+Business Media, LLC 2009