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.
|Number of pages||20|
|Journal||International Journal of Advertising|
|State||Published - 2015|
Bibliographical notePublisher Copyright:
© 2015 Advertising Association.
- Comparative valence frame
- Parent-extension fit
- Perceived extension risk
ASJC Scopus subject areas