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Consumer response to different advertising appeals: The role of brand value and the perceptual fit of an extended brand for high-involvement products

JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen

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Field Value
 
Title Consumer response to different advertising appeals: The role of brand value and the perceptual fit of an extended brand for high-involvement products
 
Creator Juniarti, Rosa Prafitri
Afiff, Adi Zakaria
 
Subject Advertising Appeals; Symbolic; Functional; Perceived Fit; Parent Brand; Brand Extension; High-Involvement Product
 
Description Brand extension is a topic that has been widely discussed by academics and practitioners in various studies. Unfortunately, there are only a few that address the role of product involvement, advertising appeals, and value dimensions in the extension acceptance as their main issue. Therefore, this study aims to mixed three controlling factors which are product involvement, advertising appeals, and brand value dimensions in determining how consumers respond to the parent brand and extended brand. This study was designed to test the possible interaction in a 2x2x2 full-factorial between advertising appeals (informational vs. emotional), brand extension perceived fit (high vs. low), and value dimension (symbolic vs. functional) for high involvement products. This study confirmed that there were significant differences in the main effects for both consumers' evaluation toward brand extension and the parent brand in the case of a symbolic brand and the high fit of extensions. Emotional appeals play important role in enhancing this degree because of the high level of its brand associations. As symbolic brand often referred as premium brand, the more positive the level of quality perception, the higher level of consumers' evaluation toward brand and brand loyalty will be. Thus, the more loyal consumer to the parent brand, the more positive evaluations of the extension will be.
 
Publisher University of Islam Malang
 
Contributor —
 
Date 2020-11-26
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jema/article/view/6683
10.31106/jema.v17i2.6683
 
Source JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen; Vol 17, No 2 (2020): JEMA: Jurnal Ilmiah Bidang Akuntansi dan Manajemen; 135-155
2597-4017
1693-7864
10.31106/jema.v17i2
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jema/article/view/6683/135-155
 
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