The Impact of brand extensions on brand personality: experimental evidence.

Authors:

Diamantopoulos, Adamantios1

Smith, Gareth2

Grime, Ian2

Source:

European Journal of Marketing; 2005, Vol. 39 Issue 1/2, p129-149, 21p

Document Type:

Article

Subject Terms:

*BRAND name products

*CONSUMER behavior

*MARKETING research

*MARKETING

Author-Supplied

Keywords:

Brand extensions

Brand identity

Brand image

Consumer behaviour

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541910 Marketing Research and Public Opinion Polling

Abstract:

Purpose - To investigate empirically the impact of brand extensions on brand

personality, using Aaker's scale to measure the latter. Design/methodology/approach -

Experimental study manipulating extension fit (good/poor fit), controlling for brand

familiarity and including a control group. Findings - No adverse impact on brand

personality of core brand as a result of introducing extensions (irrespective of fit).

Research limitations/implications - Cross-sectional study not capturing potential long-

term effects of extensions with poor fit. Longitudinal research is needed, as are

replications with different brands, types of extensions and consumer segments.

Practical implications - Preliminary support for introducing extension for a quality brand

without fear of adversely affecting its brand personality. Originality/value - First study

explicitly investigating impact of brand extensions on brand personality.