search query: @author Pelsmacker, P. de / total: 8
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| Author: | Dens, N. Pelsmacker, P. de |
| Title: | How advertising strategy affects brand and USP recall for new brands and extensions |
| Journal: | International Journal of Advertising
2010 : VOL. 29:2, p. 165-194 |
| Index terms: | brands advertising strategy |
| Freeterms: | extensions unique selling proposition (USP) involvement |
| Language: | eng |
| Abstract: | Possible interaction effects between new product branding strategies (new brands vs. extensions) and advertising strategies (informational, positive emotional and negative emotional) are investigated for two products differing in product category involvement on brand recall and recall of the unique selling proposition (USP). According to results, extensions benefit from a brand recall compared to new brands. Information appeals stimulate USP recall. |
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