The importance of advertising skepticism for brand extension appeals
The importance of advertising skepticism for brand extension appeals
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Publisher
Hoboken: Wiley Periodicals Inc
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Language
English
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Publisher
Hoboken: Wiley Periodicals Inc
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Contents
According to existing research, ad persuasiveness decreases as advertising skepticism (i.e., the tendency to disbelieve advertising claims) increases. What remains unclear, however, is whether or not this effect extends to brand extension appeals. We suggest that the effect may vary according to brand extension similarity. Three studies test this a...
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Full title
The importance of advertising skepticism for brand extension appeals
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TN_cdi_proquest_journals_2238259725
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2238259725
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ISSN
0742-6046
E-ISSN
1520-6793
DOI
10.1002/mar.21205
