How advertising strategy affects brand and USP recall for new brands and extensions

We investigate possible interaction effects between new product branding strategics (new brands versus extensions) and advertising strategies (informational, positive emotional and negative emotional) for two products differing in product category involvement (laptop computers and candy bars) on brand recall and recall of the unique selling proposition (LISP). Two studies were set up with samples representative of the Flemish population (n = 749 and n = 751). Results show that extensions benefit from a brand recall advantage compared to completely new brands, but positive emotional appeals help bridge the gap for new brands. Informational appeals, on the other hand, stimulate USP recall, especially for extensions and regardless of the product category