Effective advertising and branding strategies for new product introductions.

摘要

The purpose of the dissertation is to research the moderating impact of different advertising strategies for new brands, line and brand extensions, in different introduction situations. We study introductions into different product categories, differing in product category involvement, buying motivation (functional-symbolic) and perceived fit. We present the results of six experimental studies, based on three separate data collections. In first instance, we oppose new brands to extensions in terms of effectiveness under different strategies. We study both attitudinal (chapter 2) and cognitive (chapter 3) consumer responses to different advertising strategies in two product categories differing in product category involvement. In the second major part, we (re)consider factors contributing specifically to extension success and the moderating role of advertising strategies on the acceptance of extensions and feedback effects to the parent brand. We experimentally manipulate product category involvement (chapter 4), extension type (chapter 4, 5), brand concept consistency (chapter 6), and product category fit and parent brand quality (chapter 7).The common focus of these studies is brand communication effectiveness, studied from different perspectives and using distinct methodologies (analyses of variance, chi 2 tests of independence, hierarchical regression, and structural equation modeling).;Extensions are more positively evaluated and benefit from a brand recall advantage over new brand names. However, new brands generate a higher recall of the USP of the advertised product than extensions. Informational advertising appeals increase USP recall. In addition, informational appeals also reduce the impact of perceived fit and parent brand quality on extension evaluation. For extensions, attitude toward the ad for extensions significantly affects extension evaluation, above and beyond the factors up to now considered most important, namely parent brand quality and perceived fit. In addition, advertising strategy moderates the effects of perceived fit, quality and extension Aad on extension and parent brand evaluations. Advertising focus on the extension also mitigates the negative effects of fit on extension credibility, attitude, and purchase intention. The dissertation concludes with limitations and suggestions for further research.