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Brand extension feedback effects: A holistic framework

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Abstract

This study models the impact of brand extensions on parent brand attitudes. The article is positioned around a holistic framework, enabling four major new contributions. First, it explains inter-relationships among major determinants of feedback. Second, it presents a rank-order of major determinants of feedback. Third, it presents a fresh perspective on the integrating role of fit. Fourth, it models the effect specifically on the change in parent brand attitude. A further contribution is a first-of-its-kind application to India. Results indicate that the two strongest effects on brand extension feedback were perceived fit and parent brand image. The article outlines four principles for effective brand extension design and communication strategy. A precondition for launching a brand extension is a strong parent brand. Once this condition is met, the design as well as the communication strategy of the brand extension should emphasize the fit with the parent using appropriate brand elements. Positive attitudes towards the extension per se should be developed to create added value perceptions for consumers.

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Acknowledgements

We are immensely thankful to Dr D.N. Dwivedi, Dr N.K. Kakkar, and their collegues at the Maharaja Agrasen Institute of Management Studies (MAIMS), New Delhi, India for their assistance. We also extend our gratitude to the anonymous reviewers for their valuable comments.

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  1. Department of Marketing, Gold Coast campus, Griffith University, Private Mail Bag (PMB) 50, Gold Coast Mail Centre, QLD 9726, Australia

    Abhishek Dwivedi

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  1. Abhishek Dwivedi
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  2. Bill Merrilees
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  3. Arthur Sweeney
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Dwivedi, A., Merrilees, B. & Sweeney, A. Brand extension feedback effects: A holistic framework. J Brand Manag 17, 328–342 (2010). https://doi.org/10.1057/bm.2009.26

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