Project detail Title: Responses to different advertising strategies for various branding strategies for new product introductions. Duration: 01/10/2005 - 30/09/2007 Researcher(s): Principal investigator:  De Pelsmacker Patrick Fellow:  Dens Nathalie Research Team(s): Marketing Abstract: This project aims to investigate the impact of different types of advertising strategies (rational, emotional, and mixed emotional) for new products introduced as a line extension, brand extension, and new brand. The influence of audience personality traits will also be considered. The research is thus situated within the framework of consumer behavior, advertising and brand management. In the first place, the effectiveness of various advertising strategies for different branding strategies for new products will be studied, with special attention for mixed emotional advertising appeals. In a second phase, the moderating role of certain personality traits on de effectiveness of different advertising strategies for different new product branding strategies will be examined. Finally, the effect of repetition of varied advertising strategies for new product branding strategies will be assessed.-