Extension Advertising's Impact on Brand Equity

David Aaker and Alexander L. Biel (Eds.) Advertising and Building Strong Brands, Cambridge, MA: Lexington, 177-194, 1993

28 Pages Posted: 20 Mar 2016

See all articles by Brian Wansink

Brian Wansink

Retired

Michael L. Ray

Stanford Graduate School of Business

Date Written: January 1, 1993

Abstract

When does advertising which describes a new use for a product or service (extension advertising) help or harm or strength a brand’s equity among loyal consumers? This paper illustrates how products and services with high brand equity can leverage their impact of their equity by increasing one’s perceived versatility of the product or by increasing one’s attitude toward using it in a different way or in a different situation. A model is presented that suggests that extension ads can have a positive impact if product-specific thoughts are stimulated by the ad or if the ad has a strong impact on one’s attitude toward the extension or on one’s perceived versatility of the brand or service.

Keywords: extension advertising, expansion advertising, equity, branding, consumer behavior

Suggested Citation

Wansink, Brian and Ray, Michael L., Extension Advertising's Impact on Brand Equity (January 1, 1993). David Aaker and Alexander L. Biel (Eds.) Advertising and Building Strong Brands, Cambridge, MA: Lexington, 177-194, 1993, Available at SSRN: https://ssrn.com/abstract=2748658

Brian Wansink (Contact Author)

Retired ( email )

607-319-0123 (Phone)

Michael L. Ray

Stanford Graduate School of Business ( email )

655 Knight Way
Stanford, CA 94305-5015
United States

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