The Impact Of Advertising Endorsement On Brand Extension Based On Cognitive Style

The risk of entering new markets has become formidable for many productmanufacturers. As a result, firms are using brand extension to enter new markets as aeffective method. A strong brand name can substantially reduce the risk of introducinga product into a new market by providing consumers the familiarity of and knowledgeabout an established brand. The strategy of introducing a new product as an extensionhas become widespread.With the emergence of various new media, advertising has gradually attractedattention and the researches on ads are increasing. It is known that differentadvertising strategies will have different effects on consumers’ purchase intention andattitude. Psychological characteristics such as cognitive style, construal level and selfconcept also impact consumers’ product evaluations. Then whether cognitive styleand different advertising endorsement impact consumers’ brand evaluations or not.This paper divides consumers into two cognitive styles of field dependence andfield independence on the review of previous studies. This paper uses EFT, scales andso on to explore whether advertising endorsement and endorsing involvement willimpact the brand extension evaluations of different cognitive styles of consumers.The results show that the impact of high celebrity involvement on brandextension is better than low celebrity involvement regardless of cognitive style. Andthere is no difference between low celebrity involvement and ad-free condition. Inaddition, the extension evaluations of consumers of field dependence are affected bycelebrity involvement, while consumers of field independence are not affected. Thefocus and discussion of the cognitive styles of consumers in brand extension is acomplement to brand extension based on the consumers’ perspective. And the resultsof advertising endorsement are of some applied value to the extension productadvertising.