Text or Pictures? Effectiveness of Verbal Information and Visual Cues in Advertisements for New Brands versus Extensions

  • Nathalie Dens
  • Patrick De Pelsmacker
  • Bianca Puttemans


Innovation is a key success factor of a company’s growth. Through new product introductions, companies try to satisfy customers and to obtain a significant competitive advantage. However, introducing new brands has major downsides. The total cost of introducing a new product is very high. In addition, a large amount of new product introductions still fail. By introducing extensions (new (versions of) products which make use of existing brand names), companies hope to leverage the reputation and awareness of the existing brand (parent brand) to the new product (line extension) (Aaker and Keller, 1990).


Consumer Research Verbal Information Dual Code Line Extension Parent Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Gabler Verlag | Springer Fachmedien Wiesbaden GmbH 2011

Authors and Affiliations

  • Nathalie Dens
    • 1
  • Patrick De Pelsmacker
    • 1
  • Bianca Puttemans
    • 1
  1. 1.University of AntwerpBelgium

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