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• W1986887503 abstract "Different versions of a brand slogan were presented to each of three treatment groups before they evaluated six potential extensions of a fictitious brand. One slogan primed “nutrition,” one primed “spiciness,” and the third primed “high quality” as product attributes. All other product and brand information was held constant. The slogans had a significant effect both on the perceived similarity and on the evaluations of potential brand extensions. The results suggest that there is considerable flexibility in the category of products that a brand represents. Advertising slogans can play an important role in supporting or undermining a brand extension strategy by drawing attention to attributes that the new product either has in common with existing products or that conflict with existing products. © 1993 John Wiley & Sons, Inc." @default.
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• W1986887503 date "1993-01-01" @default.
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• W1986887503 title "How advertising slogans can prime evaluations of brand extensions" @default.
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• W1986887503 doi "https://doi.org/10.1002/mar.4220100106" @default.
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