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Affective cues and brand‐extension evaluation: Exploring the influence of attitude toward the parent brand and attitude toward the extension ad
Author(s) -
Nan Xiaoli
Publication year - 2006
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20148
Subject(s) - psychology , extension (predicate logic) , brand extension , social psychology , affect (linguistics) , cognition , advertising , brand awareness , communication , neuroscience , computer science , business , programming language
This research investigates the influence of two affective cues, namely, attitude toward the parent brand and attitude toward the extension ad, on brand‐extension evaluation. Results show that as perceived congruity between the extension and the parent brand decreases, the influence of attitude toward the parent brand on brand‐extension evaluation decreases, but the influence of attitude toward the extension ad increases. The impact of the two affective cues also appears to be moderated by an individual's need for cognition. © 2006 Wiley Periodicals, Inc.