How best to advertise low-fit brand extensions: a construal level theory perspective
Muhammad Rashid Saeed,
Richard Lee,
Larry Lockshin
et al.
Abstract:Purpose
Low-fit brand extensions offer several potential benefits, yet their success is challenging. Building on construal level theory, this study aims to investigate how different advertising appeals can improve the evaluations of low-fit brand extensions through two different processes (cognitive and affective).
Design/methodology/approach
Two experiments were conducted with US consumers. Study 1 used a 2 (extension fit: high, low) × 2 (ad appeal: abstract, concrete) between-subjects design. Study 2 appli… Show more
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