The Impact of Brand Extension
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The impact of brand extensions on brand personality: experimental evidence
Adamantios Diamantopoulos
University of Vienna, Vienna, Austria, and
Brand extensions
129
Received April 2004
Gareth Smith and Ian Grime
Loughborough University, Loughborough, UK
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. Keywords Brand identity, Brand image, Brand extensions, Consumer behaviour Paper type Research paper
In recent years, there has been increased interest in the brand personality construct as its strategic importance has become more apparent. Brand personality is defined as “the set of human characteristics associated with a brand” (Aaker, 1997, p. 347). A distinctive brand personality can help create a set of unique and favorable associations in consumer memory and thus build and enhance brand equity (Keller, 1993; Johnson et al., 2000; Phau and Lau, 2000). As a result, brand
The current issue and full text archive of this journal is available at www.emeraldinsight.com/0309-0566.htm
The impact of brand extensions on brand personality: experimental evidence
Adamantios Diamantopoulos
University of Vienna, Vienna, Austria, and
Brand extensions
129
Received April 2004
Gareth Smith and Ian Grime
Loughborough University, Loughborough, UK
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. Keywords Brand identity, Brand image, Brand extensions, Consumer behaviour Paper type Research paper
In recent years, there has been increased interest in the brand personality construct as its strategic importance has become more apparent. Brand personality is defined as “the set of human characteristics associated with a brand” (Aaker, 1997, p. 347). A distinctive brand personality can help create a set of unique and favorable associations in consumer memory and thus build and enhance brand equity (Keller, 1993; Johnson et al., 2000; Phau and Lau, 2000). As a result, brand
References: Keller and Aaker (1992) Three items scored on a seven-point scale Core brand quality Brand familiarity Keller and Aaker (1992); Dodds et al