Article2004

The effect of brand extension strategies upon brand image

306 citations0/0 files storedJournal of Consumer Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Corporate Identity and Reputation

Abstract

The objective of this paper is to analyze the effect that a brand extension strategy has on brand image. Specifically, the paper analyzes how variables related to the parent brand and the extension influence brand image after the extension. From a sample of 389 consumers the paper demonstrates that the extension strategy dilutes the brand image. Through a regression analysis it is shown that the perceived quality of the brand and consumers’ attitudes towards the extension positively influence both the general brand image (GBI) and the product brand image (PBI) after the extension. While familiarity with the products of the brand only affect the GBI, the perceived degree of fit affects the PBI.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1995Building Strong Brands 1996Measuring Brand Equity Across Products and Markets 1991Managing brand equity : capitalizing on the value of a brand name.1990Consumer Evaluations of Brand Extensions 1995Measuring customer‐based brand equity 1991Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency

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