{"id":"https://openalex.org/W2932994567","doi":"https://doi.org/10.1002/mar.21205","title":"The importance of advertising skepticism for brand extension appeals","display_name":"The importance of advertising skepticism for brand extension appeals","publication_year":2019,"publication_date":"2019-03-25","ids":{"openalex":"https://openalex.org/W2932994567","doi":"https://doi.org/10.1002/mar.21205","mag":"2932994567"},"language":"en","primary_location":{"id":"doi:10.1002/mar.21205","doi":"https://doi.org/10.1002/mar.21205","is_oa":false,"landing_page_url":"https://doi.org/10.1002/mar.21205","pdf_url":null,"source":{"id":"https://openalex.org/S102896891","display_name":"Psychology and Marketing","issn_l":"0742-6046","issn":["0742-6046","1520-6793"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Psychology & Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5087971727","display_name":"Jos\u00e9 Mauro da Costa Hernandez","orcid":"https://orcid.org/0000-0002-0704-0035","observed_orcids":["https://orcid.org/0000-0002-0704-0035"]},"institutions":[{"id":"https://openalex.org/I139221136","display_name":"Centro Universit\u00e1rio FEI","ror":"https://ror.org/007kf5222","country_code":"BR","type":"education","lineage":["https://openalex.org/I139221136"]},{"id":"https://openalex.org/I17974374","display_name":"Universidade de S\u00e3o Paulo","ror":"https://ror.org/036rp1748","country_code":"BR","type":"education","lineage":["https://openalex.org/I17974374"]}],"countries":["BR"],"is_corresponding":false,"raw_author_name":"Jos\u00e9 Mauro da Costa Hernandez","raw_affiliation_strings":["Business Department Centro Universit\u00e1rio FEI S\u00e3o Paulo Brazil","Escola de Artes, Ci\u00eancias e Humanidades Universidade de S\u00e3o Paulo S\u00e3o Paulo Brazil"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Business Department Centro Universit\u00e1rio FEI S\u00e3o Paulo Brazil","institution_ids":["https://openalex.org/I139221136"]},{"raw_affiliation_string":"Escola de Artes, Ci\u00eancias e Humanidades Universidade de S\u00e3o Paulo S\u00e3o Paulo Brazil","institution_ids":["https://openalex.org/I17974374"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5045500004","display_name":"Scott A. Wright","orcid":"https://orcid.org/0000-0003-1154-0080","observed_orcids":["https://orcid.org/0000-0003-1154-0080"]},"institutions":[{"id":"https://openalex.org/I196272386","display_name":"Providence College","ror":"https://ror.org/00rxpqe74","country_code":"US","type":"education","lineage":["https://openalex.org/I196272386"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Scott A. Wright","raw_affiliation_strings":["School of Business, Providence College, Providence, Rhode Island"],"raw_orcid":"https://orcid.org/0000-0003-1154-0080","affiliations":[{"raw_affiliation_string":"School of Business, Providence College, Providence, Rhode Island","institution_ids":["https://openalex.org/I196272386"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5001777961","display_name":"Felipe M. Affonso","orcid":"https://orcid.org/0000-0001-8928-5871","observed_orcids":["https://orcid.org/0000-0001-8928-5871"]},"institutions":[{"id":"https://openalex.org/I33213144","display_name":"University of Florida","ror":"https://ror.org/02y3ad647","country_code":"US","type":"education","lineage":["https://openalex.org/I33213144"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Felipe M. Affonso","raw_affiliation_strings":["Warrington College of Business, University of Florida, Gainesville, Florida"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Warrington College of Business, University of Florida, Gainesville, Florida","institution_ids":["https://openalex.org/I33213144"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":4,"corresponding_author_ids":["https://openalex.org/A5045500004"],"corresponding_institution_ids":["https://openalex.org/I196272386"],"apc_list":{"value":3000,"currency":"USD","value_usd":3000},"apc_paid":null,"fwci":2.9535,"has_fulltext":false,"cited_by_count":25,"citation_normalized_percentile":{"value":0.91853991,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":88,"max":99},"biblio":{"volume":"36","issue":"7","first_page":"687","last_page":"699"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.8862000107765198,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.8862000107765198,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.10339999943971634,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.003800000064074993,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising-skepticism","display_name":"advertising skepticism","score":0.9990000128746033},{"id":"https://openalex.org/keywords/brand-transfer","display_name":"brand transfer","score":0.847000002861023},{"id":"https://openalex.org/keywords/consumer-persuasion","display_name":"consumer persuasion","score":0.3889999985694885}],"concepts":[{"id":"https://openalex.org/C18296254","wikidata":"https://www.wikidata.org/wiki/Q1395219","display_name":"Skepticism","level":2,"score":0.8806654214859009},{"id":"https://openalex.org/C71508700","wikidata":"https://www.wikidata.org/wiki/Q866188","display_name":"Brand extension","level":3,"score":0.7211946845054626},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.710682213306427},{"id":"https://openalex.org/C2778029271","wikidata":"https://www.wikidata.org/wiki/Q5421931","display_name":"Extension (predicate logic)","level":2,"score":0.6570062637329102},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.624012291431427},{"id":"https://openalex.org/C103278499","wikidata":"https://www.wikidata.org/wiki/Q254465","display_name":"Similarity (geometry)","level":3,"score":0.5687262415885925},{"id":"https://openalex.org/C2781310500","wikidata":"https://www.wikidata.org/wiki/Q1231428","display_name":"Persuasion","level":2,"score":0.5669654011726379},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.3183435797691345},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.30606505274772644},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.1995152235031128},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.16138207912445068},{"id":"https://openalex.org/C111472728","wikidata":"https://www.wikidata.org/wiki/Q9471","display_name":"Epistemology","level":1,"score":0.0771017074584961},{"id":"https://openalex.org/C199360897","wikidata":"https://www.wikidata.org/wiki/Q9143","display_name":"Programming language","level":1,"score":0.0},{"id":"https://openalex.org/C115961682","wikidata":"https://www.wikidata.org/wiki/Q860623","display_name":"Image (mathematics)","level":2,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1002/mar.21205","doi":"https://doi.org/10.1002/mar.21205","is_oa":false,"landing_page_url":"https://doi.org/10.1002/mar.21205","pdf_url":null,"source":{"id":"https://openalex.org/S102896891","display_name":"Psychology and Marketing","issn_l":"0742-6046","issn":["0742-6046","1520-6793"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-2","jufo-1","norway-1","poland-100","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310320595","host_organization_name":"Wiley","host_organization_lineage":["https://openalex.org/P4310320595"],"host_organization_lineage_names":["Wiley"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Psychology & Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":43,"referenced_works":["https://openalex.org/W571989929","https://openalex.org/W1505713265","https://openalex.org/W1964908275","https://openalex.org/W1971977579","https://openalex.org/W1972570464","https://openalex.org/W1974065322","https://openalex.org/W1983279047","https://openalex.org/W1987715185","https://openalex.org/W1989698229","https://openalex.org/W1991218014","https://openalex.org/W1991748742","https://openalex.org/W2002218385","https://openalex.org/W2003255980","https://openalex.org/W2007438247","https://openalex.org/W2011108824","https://openalex.org/W2013308486","https://openalex.org/W2015126037","https://openalex.org/W2017226747","https://openalex.org/W2037464800","https://openalex.org/W2037894217","https://openalex.org/W2040346823","https://openalex.org/W2063169022","https://openalex.org/W2064364587","https://openalex.org/W2092066179","https://openalex.org/W2095840822","https://openalex.org/W2100994755","https://openalex.org/W2111693417","https://openalex.org/W2113238885","https://openalex.org/W2121729704","https://openalex.org/W2136020211","https://openalex.org/W2138755119","https://openalex.org/W2146815169","https://openalex.org/W2154611637","https://openalex.org/W2169385190","https://openalex.org/W2181024682","https://openalex.org/W2298824189","https://openalex.org/W2321286446","https://openalex.org/W2325974536","https://openalex.org/W2327973342","https://openalex.org/W4232817668","https://openalex.org/W4240778411","https://openalex.org/W4252259648","https://openalex.org/W4298232089"],"related_works":["https://openalex.org/W2064364587","https://openalex.org/W2022863521","https://openalex.org/W2016111549","https://openalex.org/W2023554242","https://openalex.org/W1546938268","https://openalex.org/W2597655040","https://openalex.org/W160112006","https://openalex.org/W1548674670","https://openalex.org/W2019936721","https://openalex.org/W4235470621"],"abstract_inverted_index":{"Abstract":[0],"According":[1,62],"to":[2,14,30,42,63,73,135],"existing":[3],"research,":[4],"ad":[5,95],"persuasiveness":[6],"decreases":[7],"as":[8,139],"advertising":[9,16,92,115,145,191],"skepticism":[10,93,116,146,192],"(i.e.,":[11,128],"the":[12,37,59,64,83,89,107,111,123,129,132,137,140,144,155,176,194],"tendency":[13],"disbelieve":[15],"claims)":[17],"increases.":[18],"What":[19],"remains":[20],"unclear,":[21],"however,":[22,100],"is":[23,103],"whether":[24],"or":[25,77],"not":[26],"this":[27,49,121],"effect":[28,38,113,147],"extends":[29],"brand":[31,43,126,134,151,197],"extension":[32,44,101,152,166,170,198],"appeals.":[33,153],"We":[34],"suggest":[35],"that":[36,172],"may":[39],"vary":[40],"according":[41],"similarity.":[45],"Three":[46],"studies":[47],"test":[48],"assertion":[50],"while":[51],"providing":[52],"process":[53],"evidence":[54],"and":[55,164,193],"boundary":[56],"conditions":[57],"for":[58,148],"proposed":[60],"effect.":[61],"findings,":[65],"consumers":[66],"automatically":[67,78],"transfer":[68,108,127],"associations":[69,81],"from":[70],"parent":[71,133,177],"brands":[72],"highly":[74,86],"similar":[75,150],"extensions":[76],"block":[79],"these":[80,162,180],"in":[82],"case":[84],"of":[85,91,106,114,131,190,196],"dissimilar":[87],"extensions\u2014reducing":[88],"impact":[90],"on":[94,117],"persuasiveness.":[96],"At":[97],"moderate":[98],"levels,":[99],"similarity":[102],"less":[104],"predictive":[105],"process,":[109],"increasing":[110],"negative":[112],"persuasion.":[118],"Consistent":[119],"with":[120,175],"account,":[122],"results":[124,156,181],"identify":[125],"ability":[130],"make":[136],"extension)":[138],"underlying":[141],"mechanism":[142],"explaining":[143],"moderately":[149],"Furthermore,":[154],"show":[157],"how":[158],"marketers":[159],"can":[160],"reduce":[161],"effects,":[163],"increase":[165],"success,":[167],"by":[168],"emphasizing":[169],"attributes":[171],"are":[173],"shared":[174],"brand.":[178],"Collectively,":[179],"provide":[182],"a":[183],"unique":[184],"theoretical":[185],"view,":[186],"improving":[187],"our":[188],"understanding":[189],"drivers":[195],"success.":[199]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":2},{"year":2024,"cited_by_count":10},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1},{"year":2021,"cited_by_count":7},{"year":2020,"cited_by_count":1}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2019-04-11T00:00:00"}