How Does Advertising Appeal Affect the Attitude of Brand Intelligent Extension?

DOI

10.2991/assehr.k.210121.154How to use a DOI?

Keywords

Brand intelligent extension, Advertising appeal, Brand attitude

Abstract

Brand intelligent extension is an important strategy for enterprises to conform to the trend of The Times and realize long-term development. However, the launch of new products cannot be separated from the publicity and promotion of advertisements. Therefore, how to formulate advertising strategies for intelligent extension products has become an important issue. This study found that different advertising strategies should be adopted for different types of intelligent extension products through one study between 2×2 groups. (1) For prototype intelligent extension products, compared with warm advertising appeals, consumers have a more positive attitude towards competent advertising appeals; (2) For exemplar intelligent extension, consumers’ attitudes towards competent or warm advertising appeals are at a high level, and there is no significant difference; (3) Pleasure and arousal play a mediating role, that is, the interaction between brand intelligent extension and advertising appeals has a positive impact on consumers’ attitudes through pleasure and arousal. This study is of practical significance for enterprises to make effective advertising strategies for intelligent extension products.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wenjia He
AU  - Xiaodong Qiu
PY  - 2021
DA  - 2021/01/23
TI  - How Does Advertising Appeal Affect the Attitude of Brand Intelligent Extension?
BT  - Proceedings of the 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020)
PB  - Atlantis Press
SP  - 783
EP  - 788
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210121.154
DO  - 10.2991/assehr.k.210121.154
ID  - He2021
ER  -