How Attitude Toward the Extension Mediates Parent Brand Feedback Effects For Line and Brand Extensions in Response to Extension Advertising

We investigate how advertisements for extensions can trigger different reactions with respect to consumers’ attitudes towards new extensions. Using a structural equation model, we research potential feedback effects of the extension on consumers’ perception of the parent brand with a sample of 509 Belgians. The relative importance of attitude towards the advertisement, parent brand quality, and perceived fit is considered for both extension evaluation and parent brand feedback effects. Results are compared between two types of extensions (line vs. brand extensions) and two types of advertising strategies (informational vs. positive emotional).

Citation:

Nathalie Dens and Patrick De Pelsmacker (2008) ,"How Attitude Toward the Extension Mediates Parent Brand Feedback Effects For Line and Brand Extensions in Response to Extension Advertising", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 142-143.