Effects of advertising cues on brand extension evaluation: A global versus focused processing style account
Abstract
It is well known that the effectiveness of a brand extension strategy depends on the degree of perceived similarity between the parent brand and the extension and a host of important contextual variables. One such potential variable is the consumer's global versus local processing type. Using a converging operations approach, we show through three experiments that parent-extension similarity has weaker effects on extension evaluation in global...
Paper Details
Title
Effects of advertising cues on brand extension evaluation: A global versus focused processing style account
Published Date
Nov 16, 2012
Journal
Volume
20
Issue
6
Pages
473 - 487
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