When comparative valence frame affects brand extension evaluations: the moderating role of parent-extension fit

• Autores: Tae Hyun Baek, Karen Whitehill King
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 34, Nº. 2, 2015, págs. 382-401
• Idioma: inglés
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• Resumen

  • This research examines how comparative valence frame influences brand extension acceptance when parent-extension fit matters. The results of this research show that a positive comparison-framed ad message elicits more favourable extension evaluations and greater purchase intentions than a negative comparison-framed ad message under the similar extension condition, while both positive and negative comparison-framed ad messages contribute equally to brand extension evaluations and purchase intentions under the dissimilar extension condition. The findings also suggest that perceived extension risk serves as a critical mediator that underlies the interactive impact of comparative valence frame and parent-extension fit on brand extension evaluations. Theoretical and practical implications for advertising message strategies in brand extensions are discussed.