Marketing Letters

, Volume 21, Issue 2, pp 175–189 | Cite as

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



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.


Advertising Aad Line extension Brand extension Involvement 



The authors gratefully acknowledge financial support of the Research Foundation Flanders (FWO Vlaanderen). We would also like to acknowledge the support of Insites Consulting in the data collection process and Think.BBDO for the development of the advertising stimuli.


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Copyright information

© Springer Science+Business Media, LLC 2009

Authors and Affiliations

  1. 1.Marketing Department, Faculty of Applied EconomicsUniversity of AntwerpAntwerpenBelgium
  2. 2.Marketing Department, Faculty of Applied EconomicsUniversity of AntwerpAntwerpenBelgium
  3. 3.Marketing Department, Faculty of Economics and Business AdministrationGhent UniversityGentBelgium

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