The impact of brand extensions on brand personality: experimental evidence

Diamantopoulos, A, Smith, G and Grime, IS (2005) The impact of brand extensions on brand personality: experimental evidence. European Journal of Marketing, 39 (1-2). pp. 129-149. ISSN 0309-0566

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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.