The Impact of Brand Extensions on Brand Personality: Experimental Evidence

Author(s)
Adamantios Diamantopoulos, Garriet W. Smith, Ian Grime
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. © Emerald Group Publishing Limited.

Organisation(s)
Department of Accounting, Innovation and Strategy
External organisation(s)
University of South Carolina, Aiken, Loughborough University
Journal
European Journal of Marketing
Volume
39
Pages
129-149
No. of pages
21
ISSN
0309-0566
Publication date
2005
Peer reviewed
Yes
Austrian Fields of Science 2012
5020 Economics
Portal url
https://ucrisportal.univie.ac.at/en/publications/6e012d25-3a9d-4f6a-9af5-6793a71a4cb6