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Examining the influence of attitude-toward-the-ad on brand attitudes

✍ Scribed by Russell N. Laczniak; Les Carlson

Book ID
119080821
Publisher
Elsevier Science
Year
1989
Tongue
English
Weight
678 KB
Volume
19
Category
Article
ISSN
0148-2963

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## Abstract This research investigates the influence of two affective cues, namely, attitude toward the parent brand and attitude toward the extension ad, on brand‐extension evaluation. Results show that as perceived congruity between the extension and the parent brand decreases, the influence of a