Manchester Metropolitan University's Research Repository

    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

    Accepted Version
    Available under License Creative Commons Attribution Non-commercial.

    Download (217kB) | Preview


    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


    Activity Overview
    6 month trend
    6 month trend

    Additional statistics for this dataset are available via IRStats2.


    Repository staff only

    Edit record Edit record