How advertising strategy affects brand and USP recall for new brands and extensions

摘要: We investigate possible interaction effects between new product branding strategies (new brands versus extensions) and advertising (informational, positive emotional negative emotional) for two products differing in category involvement (laptop computers candy bars) on brand recall of the unique selling proposition (USP). Tw o studies were set up with samples representative Flemish population (n = 749 n 751). Results show that extensions benefit from a advantage compared to completely brands, but appeals help bridge gap brands. Informational appeals, other hand, stimulate USP recall, especially regardless category.