Abstract
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.
Original language | English |
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Pages (from-to) | 382-401 |
Number of pages | 20 |
Journal | International Journal of Advertising |
Volume | 34 |
Issue number | 2 |
DOIs | |
State | Published - 2015 |
Bibliographical note
Publisher Copyright:© 2015 Advertising Association.
Keywords
- Comparative valence frame
- Parent-extension fit
- Perceived extension risk
ASJC Scopus subject areas
- Communication
- Marketing