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Abstract
This research examines how comparative valence frame influences brand extension acceptance when parent-extension fit matters. The results of this research show that a positive comparison-framed ad message elicits more favourable extension evaluations and greater purchase intentions than a negative comparison-framed ad message under the similar extension condition, while both positive and negative comparison-framed ad messages contribute equally to brand extension evaluations and purchase intentions under the dissimilar extension condition. The findings also suggest that perceived extension risk serves as a critical mediator that underlies the interactive impact of comparative valence frame and parent-extension fit on brand extension evaluations. Theoretical and practical implications for advertising message strategies in brand extensions are discussed.
Disclosure statement
No potential conflict of interest was reported by the authors.
Additional information
Notes on contributors
Tae Hyun Baek
Tae Hyun Baek (Ph.D., University of Georgia) is an assistant professor of Integrated Strategic Communication in the School of Journalism and Telecommunications at the University of Kentucky. His primary research focuses on the role of consumer motivation and emotion in advertising persuasion, strategic branding, and digital media effects. His research has appeared in the Journal of Advertising, International Journal of Advertising, Psychology & Marketing, and Journal of Services Marketing.
Karen Whitehill King
Karen Whitehill King (Ph.D., University of Illinois at Urbana-Champaign) is a professor of Advertising and Jim Kennedy Professor of New Media in the Department of Advertising and Public Relations at the University of Georgia. Her research principally focuses on health communications and advertising industry issues. She has published her research in leading academic journals including Journal of Advertising, Journal of Advertising Research, Journal of Public Policy and Marketing, Journal of Health Communication, Journal of International Advertising, Journalism and Mass Communication Quarterly, Journal of Health Care Marketing, and Journal of Services Marketing.