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首页> 外文期刊>Journal of marketing communications >Parent-protecting advertising in product line extensions: Role of communication strategy, message type and extension type
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Parent-protecting advertising in product line extensions: Role of communication strategy, message type and extension type

机译：产品系列扩展中保护家长的广告：沟通策略，消息类型和扩展类型的作用

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Product line extension, the introduction of new products under the same brand name in a given product category, is a growing practice of product innovation in many industries. However, when companies launch line extensions, information of the new products positively or negatively affects consumer evaluations of the parent products in the same line, generating the so-called spillover effects. Through two experimental studies, the current research explores how marketers can employ appropriate communication strategies and message types in advertising to induce favourable spillovers or to avoid negative spillovers in product line extensions. Experiment 1 investigates the interaction between communication strategy and line extension type. Results reveal that for vertical high-end extensions and for horizontal line extensions, ads using relational strategy that focuses on the relatedness between products in the line increase consumer valuation of the parent product; for vertical low-end extensions, ads with elaboration strategy that stresses the uniqueness of the extensions avoid negative spillovers on parents. Experiment 2 further examines how message type moderates the spillover effects in elaboration ads. Results show that, compared with numerical messages, literal messages engender smaller valuation decreases on the parents and consequently alleviate undesirable spillover effects for most types of product line extensions.
机译：产品线扩展，即在给定产品类别中以相同品牌命名的新产品的引入，是许多行业中产品创新的一种不断发展的实践。但是，当公司启动产品线扩展时，新产品的信息会对同一产品线中母产品的消费者评估产生正面或负面影响，从而产生所谓的溢出效应。通过两项实验研究，当前的研究探索了营销人员如何在广告中采用适当的交流策略和消息类型，以引起有利的溢出效应或避免产品系列扩展中的负面溢出效应。实验1研究了沟通策略和线路扩展类型之间的相互作用。结果表明，对于垂直高端扩展和水平线扩展，使用关系策略（专注于产品线之间的产品之间的相关性）的广告可以提高母产品的消费者价值；对于垂直的低端扩展，具有精心设计策略的广告强调扩展的独特性，可以避免对父母的负面溢出。实验2进一步研究了消息类型如何缓和精美广告中的溢出效果。结果表明，与数字消息相比，文字消息在父级上导致较小的估值下降，因此减轻了大多数类型的产品线扩展的不良溢出效应。

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