Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge

Lien Ti Beia, Chia Hsien Chub, Yung Cheng Shenc*

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

7 引文 斯高帕斯(Scopus)

摘要

This paper examines the role of comparative brand similarity in comparative advertising. This study proposes that brand similarities will interact with comparative claims and consumers' product knowledge to influence consumers' evaluations of the brand extension. A new brand extension was employed with a core brand image either similar or dissimilar to the comparative brand in the experiment. The findings suggest that for the new brand extension to be advertised, a similar brand for comparison in comparative advertising would result in an assimilation effect which elevates the brand extension evaluation. A contrast effect due to a dissimilar comparison is moderated by the comparative claims. The difference between the parity and superiority claims in comparative brands is stronger when the comparative brand is dissimilar than when it is similar to the extension brand. Also, the assimilation effect induced by the similar brands is stronger in low versus high knowledge consumers.

原文英語
頁(從 - 到)229-244
頁數16
期刊Journal of Marketing Communications
17
發行號4
DOIs
出版狀態已發佈 - 2011 九月

ASJC Scopus subject areas

  • 商業與國際管理
  • 行銷

指紋

深入研究「Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge」主題。共同形成了獨特的指紋。

引用此