Role of attitude toward brand advertising on consumer perception of a brand extension

This paper reports findings from an experiment that investigates the role of consumers' attitude toward the brand advertising (Aad) on the accessibility and perceived appropriateness of the brand attributes in their perception of a brand extension. The effect is examined either for a comparable extension (sneakers from denim clothing) or for a moderately noncomparable extension (perfume/cologne from denim clothing). Findings suggest that positive Aad significantly increases both the accessiblity and the perceived appropriateness of the brand attributes. The effect on the accessibility of the brand attributes is observed in a similar pattern for both comparable and moderately noncomparable extensions. The effect on the perceived appropriateness of the brand attributes occurs more consistently for a moderately noncomparable extension than for a comparable extension. Additional analysis indicates that Aad strongly influences consumers' overall attitude toward a brand extension, with the effect being greater for a moderately noncomparable extension than for a comparable extension.