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The impact of brand extensions on brand personality: experimental evidence

Adamantios Diamantopoulos (University of Vienna, Vienna, Austria, and)
Gareth Smith (Loughborough University, Loughborough, UK)
Ian Grime (Loughborough University, Loughborough, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 January 2005




To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter.


Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group.


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.


First study explicitly investigating impact of brand extensions on brand personality.



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.



Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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