How advertising strategy affects brand and usp recall for new brands and extensions

International Journal of Advertising

Volumn 29, Issue 2, 2010, Pages 165-194

  Dens, Nathalie ^a   de Pelsmacker, Patrick ^a  

^a UNIVERSITY OF ANTWERP   (Belgium)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 77953628563     PISSN: 02650487     EISSN: None     Source Type: Journal    
DOI: 10.2501/S0265048710201117     Document Type: Article

References (88)

1. Aaker, D.A. & Keller, K.L. (1990) Consumer evaluations of brand extensions. Journal of Marketing, 54(1), pp. 27-41.
2. Ambler, T. & Burne, T. (1997) The impact of affect on memory in advertising. Journal of Advertising Research, 39(2), pp. 25-34.
3. Anderson, J.R. & Reder, L.M. (1979) An elaborative processing explanation of depth of processing, in Cermak, L.S. & Craik, F.I.M. (eds) Levels of Processing in Human Memory. Hillsdale, NJ: Erlbaum, pp. 385-403.
4. Barry, T.E. & Howard, D.J. (1990) A review and critique of the hierarchy of effects in advertising. International Journal of Advertising, 9(2), pp. 121-135.
5. Boulding, W., Morgan, R. & Staelin, R. (1997) Pulling the plug to stop the new product drain. Journal of Marketing Research, 34(1), pp. 164-176.
6. Brand Strategy (2005) New brands versus extensions. Brand Strategy, 188, pp. 44-45.
7. Brennan, I. (2008) Brand placement in novels. International Journal of Advertising, 27(4), pp. 495-509.
8. Britton, B.K. & Tesser, A. (1982) Effects of prior knowledge on use of cognitive capacity in three complex cognitive tasks. Journal of Verbal Learning and Verbal Behavior, 21(4), pp. 421-436.
9. Brown, S.P., Homer, P.M. & Inman, J.J. (1998) A meta-analysis of relationships between ad-evoked feelings and advertising responses. Journal of Marketing Research, 35(1), pp. 114-126.
10. Burke, M.C. & Edell, J.A. (1989) The impact of feelings on ad-based affect and cognition. Journal of Marketing Research, 26(1), pp. 69-83.
11. Campbell, M.C. & Keller, K.L. (2003) Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), pp. 292-301.
12. Chaney, P., Devinney, T. & Winer, R. (1991) The impact of new-product introductions on the market value of firms. Journal of Business, 64 (4), pp. 573-610.
13. Chaudhuri, A. (2000) A macro analysis of the relationship of product involvement and information search: the role of risk. Journal of Marketing Theory and Practice, 8(1), pp. 1-15.
14. Childers, T.L. & Houston, M.J. (1984) Conditions for a picture-superiority effect on consumer memory. Journal of Consumer Research, 11 (September), pp. 643-654.
15. Cialdini, R.B., Levy, A., Herman, C.P., Kozlowski, L.T. & Petty, R.E. (1976) Elastic shifts of opinion: determinants of direction and durability. Journal of Personality and Social Psychology, 34, pp. 663-672.
16. Coulter, K.S. (2005) An examination of qualitative vs quantitative elaboration likelihood effects. Psychology & Marketing, 22(1), pp. 31-49.
17. DelVecchio, D. & Smith, D.C. (2005) Brand-extension price premiums: the effects of perceived fit and extension product category risk. Journal of the Academy of Marketing Science, 33(2), pp. 184-196.
18. De Pelsmacker, P., Geuens, M. & Van den Bergh, J. (2007) Marketing Communications. London: Pitman.
19. Ehrenberg, A.S.C. (2000) Repetitive advertising and the consumer. Journal of Advertising Research, 40(6), pp. 39-48.
20. Ehrenberg, A.S.C., Barnard, N., Kennedy, R. & Bloom, H. (2002) Brand advertising as creative publicity. Journal of Advertising Research, 42(4), pp. 7-18.
21. Erevelles, S. (1998) The role of affect in marketing. Journal of Business Research, 42(3), pp. 199-215.
22. Fiske, S.T. & Pavelchak, M.A. (1986) Category-based versus piecemeal-based affective responses: developments in schema-triggered affect, in Sorrentino, R.M. & Higgins, E.T. (eds) The Handbook of Motivation and Cognition, Volume 1: Foundations of Social Behavior. New York: Guilford, pp. 167-203.
23. Fiske, S.T. & Taylor, S.E. (1991) Social Cognition. New York, NY: McGraw-Hill.
24. Fiske, S.T., Lin, M. & Neuberg, S.L. (1999) The continuum model: ten years later, in Chaiken, S. & Trope, Y. (eds) Dual-Process Theories in Social Psychology. New York: Guilford, pp. 231-254.
25. Friestad, M. & Thorson, E. (1986) Emotion-eliciting advertising: effects on long term memory and judgment. Advances in Consumer Research, 13(1), pp. 111-116.
26. Gardner, M.P., Mitchell, A.A. & Russo, J.E. (1985) Low involvement strategies for processing advertisements. Journal of Advertising Research, 14(2), pp. 4-56.
27. Geuens, M. & De Pelsmacker, P. (1998) Feelings evoked by warm, erotic, humorous or non-emotional print advertisements for alcoholic beverages. Academy of Marketing Science Review, 1. Available at http://www.amsreview.org/articles/geuens01-1998.pdf
28. Graesser, A.C. & Nakamura, G.V. (1982) The impact of a schema on comprehension and memory, in Bower, G.H. (ed.) The Psychology of Learning and Motivation, Vol. 16. New York: Academic Press, pp. 59-109.
29. Greenwald, A.G. & Leavitt, C. (1984) Audience involvement in advertising: four levels. Journal of Consumer Research, 11(1), pp. 581-592.
30. Heath, R. (2007) Emotional persuasion in advertising: a hierarchy-of-processing model. Working Paper Series, University of Bath, School of Management, No. 2007.07.
31. Heath, R. & Nairn, A. (2005) Measuring affective advertising: implications of low attention processing on recall. Journal of Advertising Research, 45(2), pp. 269-281.
32. Hilton, J.L. & Darley, J.M. (1991) The effects of interaction goals on person perception, in Zanna, M.P. (ed.) Advances in Experimental Social Psychology, Vol. 24. New York: Academic Press, pp. 236-267.
33. Isen, A.M. (2001) An influence of positive affect on decision making in complex situations: theoretical issues with practical implications. Journal of Consumer Psychology, 11(2), pp. 75-85.
34. Janssens, W. & De Pelsmacker, P. (2005) Emotional or informative? Creative or boring? International Journal of Advertising, 24(3), pp. 373-394.
35. Johar, J.S. & Sirgy, M.J. (1991) Value-expressive versus utilitarian advertising appeals - when and why to use which appeal. Journal of Advertising, 20(3), pp. 23-33.
36. Keller, K.L. (1991) Cue compatibility and framing in advertising. Journal of Marketing Research, 28(February), pp. 42-57.
37. Keller, K.L. (1993) Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), pp. 1-21.
38. Keller, P.A. & Block, L.G. (1997) Vividness effects: a resource matching perspective. Journal of Consumer Research, 24(3), pp. 295-304.
39. Kent, R.J. & Allen, C.T. (1994) Competitive interference effects in consumer memory for advertising: the role of brand familiarity. Journal of Marketing, 58(3), pp. 97-105.
40. King, K.W., Pehrson, J.D. & Reid, L.N. (1993) Pretesting TV commercials: methods, measures, and changing agency roles. Journal of Advertising, 22(3), pp. 85-97.
41. Kippenberger, T. (2000) Remember the USP? Strategy and Leadership, 5(6), pp. 6-8.
42. Kotler, P. (2000) Marketing Management. Upper Saddle River, NJ: Prentice-Hall.
43. Krishnan, H.S. (1996) Characteristics of memory associations: a consumer-based brand equity perspective. International Journal of Research in Marketing, 13, pp. 389-405.
44. Krugman, H.E. (2000) Memory without recall, exposure without perception. Journal of Advertising Research, 40(6), pp. 49-54.
45. Kumar, A. & Krishnan, S. (2004) Memory interference in advertising: a replication and extension. Journal of Consumer Research, 30, pp. 602-611.
46. Lai, M. (2006) The impacts of the brand strategies of new products on consumers' behaviors. Proceedings of the 5th International Conference on Research in Advertising, Bath, UK.
47. Lang, A. (2000) The limited capacity model of mediated message processing. Journal of Communication, 50(1), pp. 46-70.
48. Laskey, H.A., Fox, R.J. & Crask, M.R. (1995) The relationship between advertising message strategy and television commercial effectiveness. Journal of Advertising Research, 35(2), pp. 31-39.
49. Lavidge, R.J. & Steiner, G.A. (1961) A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), pp. 59-62.
50. Lee, A.Y. & Sternthal, B. (1999) The effects of positive mood on memory. Journal of Consumer Research, 26(2), pp. 115-127.
51. MacKenzie, S.B. & Spreng, R.A. (1992) How does motivation moderate the impact of central and peripheral processing on brand attitudes and intentions? Journal of Consumer Research, 18(4), pp. 519-529.
52. Meeds, R. (2004) Cognitive and attitudinal effects of technical advertising copy: the roles of gender, self-assessed and objective consumer knowledge. International Journal of Advertising, 23(3), pp. 309-335.
53. Meyers-Levy, J. & Malaviya, P. (1999) Consumer processing of persuasive advertisements: an integrative framework of persuasion theories. Journal of Marketing, 63(4), pp. 45-60.
54. Miniard, P.W., Dickson, P.R. & Lord, K.R. (1988) Some central and peripheral thoughts on the route to persuasion. Advances in Consumer Research, 15(1), pp. 204-208.
55. Moreau, C.P., Markman, A.B. & Lehmann, D.R. (2001) What is it? Categorization flexibility and consumers' responses to really new products. Journal of Consumer Research, 27(4), pp. 489-498.
56. Nan, X.L. (2006) Affective cues and brand-extension evaluation: exploring the influence of attitude toward the parent brand and attitude toward the extension ad. Psychology & Marketing, 23(7), pp. 597-616.
57. Nijssen, E.J. (1999) Success factors of line extensions of fast-moving consumer goods. European Journal of Marketing, 33(5/6), pp. 450469.
58. Nkwocha, I., Bao, Y., Johnson, W.C. & Brotspies, H.V. (2005) Product fit and consumer attitude toward brand extensions: the moderating role of product involvement. Journal of Marketing Theory & Practice, 13(3), pp. 49-61.
59. Park, C.W. & Lessig, V.P. (1977) Judgmental rules and stages of the familiarity curve: Promotional implications. Journal of Advertising, 6 (1), pp. 10-16.
60. Park, C.W. & Young, S. (1986) Consumer response to television commercials: the impact of involvement and background music on brand attitude formation. Journal of Marketing Research, 23(1), pp. 11-24.
61. Park, J.-W. & Kim, K.-H. (2001) Role of consumer relationships with a brand in brand extensions: some exploratory findings. Advances in Consumer Research, 28, pp. 179-185.
62. Pauwels, K., Silva-Risso, J., Srinivasan, S. & Hanssens, D.M. (2004) New products, sales promotions, and firm value: the case of the automobile industry. Journal of Marketing, 68(4), pp. 142-156.
63. Petty, R.E. & Cacioppo, J.T. (1981) Issue involvement as a moderator of the effects on attitude of advertising content and context. Advances in Consumer Research, 8(1), pp. 20-24.
64. Petty, R.E. & Cacioppo, J.T. (1986) Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York: Springer-Verlag.
65. Petty, R.E., Cacioppo, J.T. & Goldman, R. (1981) Personal involvement as a determinant of argument-based persuasion. Journal of Personality and Social Psychology, 41, pp. 847-855.
66. Petty, R.E., Cacioppo, J.T., Strathman, A.J. & Priester, J.R. (2005) To think or not to think? Exploring two routes to persuasion, in Brock, T.C. & Green, M.C. (eds) Persuasion: Psychological Insights and Perspectives. Thousand Oaks, CA: Sage Publications, pp. 81-116.
67. Pieters, R.G.M. & de Klerk-Warmerdam, M. (1996) Ad-evoked feelings: structure and impact on Aad and recall. Journal of Business Research, 37, pp. 105-114.
68. Pope, N.K.L., Voges, K.E. & Brown, M.R. (2004) The effect of provocation in the form of mild erotica on attitude to the ad and corporate image: differences between cause-related and product-based advertising. Journal of Advertising, 33(1), pp. 69-82.
69. Reddy, S.K., Holak, S.L. & Bhat, S. (1994) To extend or not to extend - success determinants of line extensions. Journal of Marketing Research, 31(2), pp. 243-262.
70. Reeves, R. (1961) Reality in Advertising. New York: Knopf.
71. Rice, J. (1992) Out of sight, out of mind. Proceedings of the 1992 SAMRA (Southern African Marketing Research Association) Conference, Transkei, South Africa.
72. Roche, E. (1999) Why line extensions often backfire. Harvard Business Review, 77(2), pp. 19-22.
73. Rossiter, J.R. & Percy, L. (1997) Advertising and Promotion Management. New York: McGraw-Hill.
74. Siegel, W. & Ziff-Levine, W. (1990) Evaluating tourism advertising campaigns: conversion vs advertising tracking studies. Journal of Travel Research, 28(3), pp. 51-55.
75. Smit, E.G., Van Meurs, L. & Neijens, P. (2006) Effects of advertising likeability: a 10-year perspective. Journal of Advertising Research, 46 (1), pp. 73-83.
76. Stafford, M.R. (1996) Tangibility in services advertising: an investigation of verbal versus visual cues. Journal of Advertising, 25(3), pp. 13-28.
77. Stammerjohan, C., Wood, C.M., Chang, Y. & Thorson, E. (2005) An empirical investigation of the interaction between publicity, advertising, and previous brand attitudes and knowledge. Journal of Advertising, 34(4), pp. 55-67.
78. Stewart, D.W. & Furse, D. (2000) Analysis of the impact of executional factors on advertising performance. Journal of Advertising Research, 40(6), pp. 85-88.
79. Sujan, M. (1985) Consumer knowledge: effect on evaluation processes mediating consumer judgments. Journal of Consumer Research, 12 (1), pp. 31-46.
80. Supphellen, M., Eismann, Ø. & Hem, L.E. (2004) Can advertisements for brand extensions revitalise flagship products? An experiment. International Journal of Advertising, 23(2), pp. 173-196.
81. Sweller, J. (1988) Cognitive load during problem solving: effects on learning. Cognitive Science, 12(2), pp. 257-285.
82. Van Raaij, W.F. (1989) How consumers react to advertising. International Journal of Advertising, 8(3), pp. 261-273.
83. Warner, C. (2003) Advertising, in Warner, C. & Buchman, J. (eds) Media Selling: Broadcast, Cable, Print and Interactive. Ames, Iowa: Blackwell.
84. Wells, W.D. (2000) Recognition, recall, and rating scales. Journal of Advertising Research, 40(6), pp. 14-20.
85. Wing, H. (2004) Brand extension is not a low risk option that firms think it is. Media Asia, 27 August, pp. 11.
86. Yentis, A. & Bond, J. (1995) Andrex comes out of the closet: a case history. Marketing and Research Today, May, pp. 104-113.
87. Zaichkowsky, J.L. (1985) Measuring the involvement construct. Journal of Consumer Research, 12(3), pp. 341-352.
88. Zaichkowsky, J.L. (1994) The personal involvement inventory - reduction, revision, and application to advertising. Journal of Advertising, 23(4), pp. 59-70.