Effects of advertising cues on brand extension evaluation: A global versus focused processing style account

摘要

It is well known that the effectiveness of a brand extension strategy depends on the degree of perceived similarity between the parent brand and the extension and a host of important contextual variables. One such potential variable is the consumer's global versus local processing type. Using a converging operations approach, we show through three experiments that parent-extension similarity has weaker effects on extension evaluation in global processing while local processing leads to a heightened concern for the similarity of the extension. Importantly, global/local processing can be perceptually primed using advertising-specific procedures that operate independently of the focal brand and extension.