| Autor: |
Ian Grime, Adamantios Diamantopoulos, Gareth Smith |
| Rok vydání: |
2005 |
| Předmět: |
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| Zdroj: |
European Journal of Marketing. 39:129-149 |
| ISSN: |
0309-0566 |
| DOI: |
10.1108/03090560510572052 |
| Popis: |
PurposeTo investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter.Design/methodology/approachExperimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group.FindingsNo adverse impact on brand personality of core brand as a result of introducing extensions (irrespective of fit).Research limitations/implicationsCross‐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 implicationsPreliminary support for introducing extension for a quality brand without fear of adversely affecting its brand personality.Originality/valueFirst study explicitly investigating impact of brand extensions on brand personality. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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