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

Tae Hyun Baek, Karen Whitehill King

Research output: Contribution to journalArticlepeer-review

14 Scopus citations

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 languageEnglish
Pages (from-to)382-401
Number of pages20
JournalInternational Journal of Advertising
Volume34
Issue number2
DOIs
StatePublished - 2015

Bibliographical note

Publisher Copyright:
© 2015 Advertising Association.

Keywords

  • Comparative valence frame
  • Parent-extension fit
  • Perceived extension risk

ASJC Scopus subject areas

  • Communication
  • Marketing

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