Search
  Advanced Search
 
Journal search
Journal cover: Journal of Product & Brand Management

Journal of Product & Brand Management

ISSN: 1061-0421
Incorporates: Pricing Strategy and Practice

Online from: 1992

Subject Area: Marketing

Content: Latest Issue | icon: RSS Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Previous article.Icon: Print.Table of Contents.Next article.Icon: .

How advertising slogans can prime evaluations of brand extensions: further empirical results


Document Information:
Title:How advertising slogans can prime evaluations of brand extensions: further empirical results
Author(s):Kevin Pryor, (Faculty of Commerce, Auckland Institute of Technology, Auckland, New Zealand), Roderick J. Brodie, (Professor of Marketing, Department of Marketing, University of Auckland, Auckland, New Zealand)
Citation:Kevin Pryor, Roderick J. Brodie, (1998) "How advertising slogans can prime evaluations of brand extensions: further empirical results", Journal of Product & Brand Management, Vol. 7 Iss: 6, pp.497 - 508
Keywords:Advertising, Brand extensions, Brands, Consumer behaviour, Marketing strategy, Product attributes
Article type:Research paper
DOI:10.1108/10610429810244666 (Permanent URL)
Publisher:MCB UP Ltd
Abstract:A replication of Boush’s exploratory study provides further evidence about how advertising slogans prime evaluations of brand extensions. Two hypotheses are investigated. First, that a brand extension will be rated as more similar to existing family-branded products if the advertising slogan primes attributes that the brand extension shares with existing products than if the slogan primes attributes that the brand extension does not share with the existing family-branded products. Second, given a positively evaluated brand, a brand extension will be evaluated more positively if the advertising slogan primes features that the extension shares with existing family-branded products than if the slogan primes attributes that the brand extension does not share with existing family-branded products. The research shows priming can play an important role in supporting or undermining a brand extension strategy by drawing attention to attributes either that a new product has in common with existing products or that conflict with existing products.



Fulltext Options:

Login

Login

Existing customers: login
to access this document

Login


- Forgot password?
- Athens/Institutional login

Purchase

Purchase

Downloadable; Printable; Owned
HTML, PDF (101kb)

Pay-per-view is temporarily unavailable.

To purchase this item please login or register.

Login


- Forgot password?

Recommend to your librarian

Complete and print this form to request this document from your librarian


Marked list


Bookmark & share

Reprints & permissions