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- W3048355587 abstract "This paper investigates the moderating role of advertising focus (brand focus, extension focus) on the effect of product category fit and parent brand quality for consumer responses to extensions. In addition, we study the shift in parent brand attitude. Product category fit positively affects advertising attitude, credibility and extension attitude. Advertising focus moderates the effects of fit on advertising response and extension attitude, in that an advertising focus on the extension mitigates the negative effects of lower perceived fit. The three-way interaction showed this effect was significant for a high quality, but not a moderate quality brand. Consistent with the bookkeeping model, poorly fitting extensions weaken parent brand attitude with an extension focus, but not with a brand focus ad." @default.
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- W3048355587 date "2009-01-01" @default.
- W3048355587 modified "2023-09-24" @default.
- W3048355587 title "Advertising for Extensions with Moderate Quality and/or Fit: Get the Right Focus" @default.
- W3048355587 hasPublicationYear "2009" @default.
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