🔖 “Framing brand concept of vertical line extensions: The moderating role of believability” by authors Nicolas Pontes, Fernanda Polli Leite, and David Goyeneche of The University of Queensland Business School.
This study reveals the power of functional vs. symbolic messaging in ads. Discover why matching your brand concept to the price segment, not the parent brand, boosts purchase intent. Must-read for brand managers and advertising strategists!
Read the full study here: https://lnkd.in/g6jaX8xt