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Celebrity-branded products constitute a brand extension growing phenomenon. Authenticity may explain why some of these offerings are successful despite low perceived fit, a traditional measure for brand extension acceptance. The purpose of this paper is to propose and test a framework based on the meaning transfer model that depicts the effects of brand extension authenticity, brand extension fit and idol attachment on the valuation of such offerings. An exploration of both functional and hedonic extensions is provided to control for product-type variables.

Scenario-based survey data from a general population (n = 646) was collected and analyzed with ordinary least squares regressions.

Brand extension authenticity is a significant antecedent of brand extension success in both product types, and brand extension fit is the most relevant antecedent only in functional extensions. Idol attachment exerts less influence than fit and authenticity in the functional extension. However, its relevance considerably improves in the hedonic extension.

A better understanding of consumers’ responses to celebrity brand extensions is essential to the branding literature. To the best of the authors’ knowledge, this study is the first to consider brand extension authenticity as a predictor of celebrity brand extension success and advances our knowledge of consumer behavior in relation to celebrities as brands and their products as brand extensions. The conceptual and empirical relevance of brand extension authenticity is demonstrated, highlighting its predictive power when compared with brand extension fit and idol attachment in a celebrity brand extension model, and a boundary condition related to product typology is uncovered.

Brand extension, the use of an existing brand name on a new product, is an exceedingly popular marketing tactic as companies attempt to economise on new product launches and managers attempt to improve short run sales results. Review and analysis of current marketing research concludes that popular claims for general benefits of the practice are contradicted both by marketplace evidence and logical argument. Directions of future research to determine whether any specific conditions exist where brand extension might be an appropriate brand management tactic are outlined.

Examines the negative impacts of brand extension failure upon the original brand by calibrating the difference of brand equity. Using data collected from college students in Taiwan, establishes four hypotheses to identify various effects of a failed brand extension in diluting the original brand’s equity. Analyzes the different effects among four types of equity‐source brands for both close and distant extensions. Equity‐source and equity level of the original brand is identified first. All components of brand equity‐source are then used to evaluate the performance of a brand extension. Finds that an unsuccessful brand extension dilutes the original brand for all three high equity‐source brands. Effects of brand dilution differ according to the type of equity source possessed by the original brand, but there is no difference in brand dilution effects from close and distant extension failures.

Examines the inherent risks of brand extension alongside empirical evidence of the success rates of brand extensions compared with brand‐name product launches. Concludes that the brand extension is justifiable only when it can be clearly shown to enhance the success of a new product launch and existing brand equity. Puts forward a number of rules for the appropriate use of brand extension.

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. attributes which differentiate a brand from the competition)can dominate the effects of the parent brand to the point where they reverse extension evaluations. Thus the study provides further evidence to challenge the commonly held assumption that the effect associated with the original brand name and product category is automatically transferred to the brand extension.

The purpose of this paper is to conduct a series of tests designed to highlight changes in the physical characteristics of the yarn resulting from mechanical efforts comparable to that to which they are subjected on the weaving machine. Among the physical properties of the warp yarn, the authors examined changes include: the residual deformation, strength, elongation and elasticity, on the extender repetition effort overtension growing steadily, leading, after some time, to break. Therefore, the yarn treated extender repetition is subject to a more severe test than the actual weaving on the loom.

The initial length of the specimen under constant static load of 20 g, was 50 cm in all tests. The yarns are stored on several coils, the authors collected a quantity of thread on each of them, according to the law of chance, to avoid errors due to long periods of irregularity and the authors estimated that the extensions can be supported by the wire without danger of rupture are interesting practical point of view. Three rate extensions were chosen for the two yarns: 0.5, 1.2 and 1.9 percent. The maximum number of tractions was calculated for each wire by multiplying the maximum thread count practice by the average distance between the warp beam and the weft yarn on the weaving machine.

The fall of the resistance and elongation resulting from repeated extensions which yarn are subjected on the extensometer, corresponds almost exactly to the residual deformation recorded. Increasing the rate of extensions causes relatively large decrease in strength and elongation. The authors also notice that the strength and elongation at break tends to decrease when the number of extensions decreases. The fall of the resistance and the elongation at break is more important for carded yarns then combed yarns increases or when the frequency decreases.

The maximum difference of the resistance is 32 g, 10.3 percent in the case of carded yarns, while in the case of the combed yarns; the same difference is 25 g, or 6.4 percent of the initial strength. Similarly, the maximum fall of the elongation at break for carded yarns is about 2 or 16.1 percent of the initial elongation, while the corresponding drop in the case of the combed yarns is 1.8 or 10.9 percent of the initial elongation. The corresponding values found during the testing wool combed yarns, were, respectively about 4.8 and 6.6 percent.

The present study aims to examine how consumers evaluate the extended human brands of athlete celebrities beyond their unique brand personality associated with sports. Athlete celebrities' unique image in sports is used as a human brand, and attitude toward the athlete brand extensions is investigated when the athlete's name is included in a new non-sport brand. The concepts of brand extensions were employed to develop the ideas of human brand extensions.

In total, 198 participants answered online survey questions before and after being informed of athlete brand extensions. Partial least squares structural equation modeling is utilized to test the hypotheses.

The survey results indicated that athlete–product fit and image transfer positively influenced attitude toward the extension. In addition, attitude toward the athlete brand extensions was significantly influenced by consumers' pre-existing attitude toward the celebrity; however, not by celebrity's expertise.

The research findings imply that some brand extension concepts are applicable to human brands to understand the effectiveness of athlete brand extensions for non-sport products.

This chapter sheds light on the ‘country of origin’ concept. The author contends that this concept is composed of micro- and macro-components. He argues that the tourists’ hedonic and monetary gratifications are derived from the travel experiences. Therefore, the country-of-origin image (COI) can have an impact on the destination’s brand extension. In this light, this contribution examines the relationship among COI, overall brand equity and brand extension. The author implies that the hedonic and monetary values can have a moderating effect on the impact of COI and on destination brand extension.

To assess: (1) the prevalence of specific work practices that incorporate use of information and communication technology (ICT), (2) whether these practices are connected to employee distress or productivity via work extension or social network processes; (3) the implications of ICT-based work practices for the work/family interface.

We draw on the 2008 Pew Networked Workers data collected from a nationally representative sample of workers and use logistic regression methods to investigate links among use of specific ICT-based practices and increases in distress or productivity.

(1) Use of e-mail, instant messaging, texts, and social networking sites at work varies by demographic, organization, and job characteristics, and (2) ICT-based work extension, social network expansion, and connectivity to work colleagues are linked to increases in distress and productivity. Connecting with family or friends while at work can reduce the likelihood that an employee reports an increase in work stress.

Limitations include a cross-sectional design, age of the data, missing data, and measurement issues. Even with these limitations, there are few investigations drawing from national samples of employees that can assess work-related ICT use with this level of depth.

Findings point to technological innovation as an important factor influencing work extension and social network processes and connect this to changes in employee distress and productivity. The focus on productivity is especially important given the emphasis that previous research has placed on linking ICT use and employee distress.