e-space
Manchester Metropolitan University's Research Repository

The impact of brand extensions on brand personality: experimental evidence

Grime, Ian and Diamantopoulos, Adamantios and Smith, Gareth (2005) The impact of brand extensions on brand personality: experimental evidence. ISSN 0309-0566

Full text not available from this repository.

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.

Impact and Reach

Statistics

Downloads
Activity Overview
0Downloads
619Hits

Additional statistics for this dataset are available via IRStats2.

Altmetric

Actions (login required)

Edit Item Edit Item