This study was conducted to obtain the insights on how consumers react to different types of brand extension advertising. In order to investigate the advertising effects, experimental research was designed. In the experiment, two types of advertising ...
This study was conducted to obtain the insights on how consumers react to different types of brand extension advertising. In order to investigate the advertising effects, experimental research was designed. In the experiment, two types of advertising messages (Elaboration ad/ Relational ad) were created for a emotional product and a rational product. Assuming that the consumer involvement and perceived fit of brand extensions can influence the advertising effects, this study included involvement and perceived fit as meditating variables.The research questions suggested in this thesis are as follows:Question 1) In case of brand extension, using either elaboration ad or relational ad cause better advertising effects?Question 2) Does consumer involvement acts as a mediating variable in brand extension ads with different message types (elaboration ad/ relational ad)?Question 3) In case of brand extensions, is consumer''s perceived fit influenced by message types, consumer involvement and product types?Question 4) Are Brand extension advertising effects influenced by consumer''s perceived fit?Question 5) In case of brand extension, using either emotional product or rational product cause better advertising effects?The development of stimulus material was guided by previous brand extension research and confirmed with pretests. All 212 college students participated in 2 sessions of experiments. In first session, participants were exposed to elaboration ads for one emotional product and one rational product. In the second session, participants were exposed to relational ads for one emotional product and one rational product. In summary all participants saw two brand extension ads and were asked to answer a set of questions. The questions included measures for involvement, perceived fit, advertising awareness, advertising attitude, product attitude and purchase intention.The results of this study are as follows:For question 1), there was ad awareness different when using different types of advertising messages. When participants were exposed to elaboration ad they recalled more about the ad then when exposed to relational ad. However, other advertising effects showed no difference.For question 2), the results showed that all advertising effects were influenced by consumer involvement. Highly involved participants showed better advertising effects. Plus, advertising attitude was influenced both by the message type and consumer involvement. In other words, highly involved participants showed positive advertising attitude when they were exposed to elaboration ads then relational ads. However, less involved participants showed no difference in advertising attitude whether they were exposed to elaboration or relational ads.For question 3), the results showed that consumer involvement influenced brand extension''s perceived fit. Highly involved participants show higher measure of perceived fit. Plus, highly involved participants exposed to elaboration ad showed higher evaluation of perceived fit.Question 4) examined whether perceived fit influence the advertising effects and the results showed that advertising attitude, product attitude and purchase intention were influenced by perceived fit. In other words, higher perceived fit results in higher advertising effects. From this results, we can concluded that it is much more likely to succeed when advertisers try to create ads that improves consumer perceived fit.Question 5) examined the influence of product types on advertising effects. The results showed that advertising awareness and advertising attitude were influenced by product types. The emotional product caused better reaction among participants then the rational product.From This study, we can conclude that message type difference has limited influence on brand extension advertising effects. However, if advertisers consider the involvement factors, there are better message type(elaboration ad) to improve advertising attitude.In addition, since perceived fit is one of the major factors on brand extension advertising it is important that advertisers try to find a way to make consumer feel the extension is fit and in order to do so it was found in this study that using elaboration ad is effective if consumer are highly involved in the product.