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The negative impact of brand extensions on parent brand image

Eva Martínez (Senior Lecturer in Marketing, Department of Economy and Business Studies, City University Business School, Zaragoza, Spain)
José M. Pina (Assistant Professor of Marketing, Department of Economy and Business Studies, City University Business School, Zaragoza, Spain)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 December 2003

23288

Abstract

In recent years, companies have been using brand extensions as a strategy for launching new products. The reason why this strategy has been popular is the fact that it decreases the risk of failure of new products, because consumers initially are more willing to accept products marketed under known brands. Nevertheless, this strategy is not free from risks, since it is not convenient for all the brands, and moreover it may have negative effects on the image of the extended brand. Therefore, the main objective of this study is to analyse the influence that brand extensions have on brand image. For this analysis, an experiment is performed that examines the most important variables to consider in using the brand extension strategy. After analysing the information obtained, reaches the conclusion that brand extension strategies may influence the brand image after the extension and that variables such as the brand image prior to the extension, the perceived quality of the extension and the fit between the parent brand and the new product also affect the image.

Keywords

Citation

Martínez, E. and Pina, J.M. (2003), "The negative impact of brand extensions on parent brand image", Journal of Product & Brand Management, Vol. 12 No. 7, pp. 432-448. https://doi.org/10.1108/10610420310506001

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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