Question

The impact of brand extension on brand personality

Answer 1

Answer:

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.