The impact of brand extensions on brand personality: experimental evidence

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.

Citation

Diamantopoulos, A., Smith, G. and Grime, I. (2005), "The impact of brand extensions on brand personality: experimental evidence", European Journal of Marketing, Vol. 39 No. 1/2, pp. 129-149. https://doi.org/10.1108/03090560510572052