Premium
How advertising slogans can prime evaluations of brand extensions
Author(s) -
Boush David M.
Publication year - 1993
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.4220100106
Subject(s) - slogan , brand extension , advertising , product (mathematics) , similarity (geometry) , product category , brand awareness , psychology , flexibility (engineering) , quality (philosophy) , brand names , computer science , mathematics , business , political science , artificial intelligence , statistics , philosophy , geometry , epistemology , politics , law , image (mathematics)
Abstract Different versions of a brand slogan were presented to each of three treatment groups before they evaluated six potential extensions of a fictitious brand. One slogan primed “nutrition,” one primed “spiciness,” and the third primed “high quality” as product attributes. All other product and brand information was held constant. The slogans had a significant effect both on the perceived similarity and on the evaluations of potential brand extensions. The results suggest that there is considerable flexibility in the category of products that a brand represents. Advertising slogans can play an important role in supporting or undermining a brand extension strategy by drawing attention to attributes that the new product either has in common with existing products or that conflict with existing products. © 1993 John Wiley & Sons, Inc.