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Exploring brand extensions in the context of franchising in Australia

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Abstract

The brand concept is at the very core of franchising success, as it is the aspect of the business that allows for the franchisor's reputation and goodwill to be transferred. However, there has been minimal literary discussion on the importance and use of brand leverage as a growth mechanism. More specifically, there has been no direct primary research involving franchise brand extensions and consumers’ perceptions of these. This conceptual study, therefore, explores and compares consumer perceptions of brand extensions within the non-franchise sector and the franchise sector, with a view towards setting an agenda in this important area. Pilot data drawn from 15 semi-structured interviews were conducted and analysed, and the results reveal three unique findings that are categorised under (i) quality perceptions transfer; (ii) difficult extensions, and (iii) brand extension attitude override. In doing so, a solid foundation for further research in this area is provided.

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Authors and Affiliations

  1. Griffith Business School, Griffith University, Gold Coast, Queensland, 4222, Australia

    Scott Weaven, Debra Grace & Ryan Jones

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  1. Scott Weaven
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  2. Debra Grace
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  3. Ryan Jones
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Correspondence to Scott Weaven.

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Correction

Two author names were mistakenly left off the original published article. This has been corrected in this final version.

3holds a Bachelor of Business with first class honours in marketing, and is Marketing Director of Morrison Media Australasia where he is currently responsible for national publications including Australia's Surfing Life. He has a wealth of experience in the fast-food franchise industry in brand development roles.

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Weaven, S., Grace, D. & Jones, R. Exploring brand extensions in the context of franchising in Australia. J Brand Manag 19, 425–437 (2012). https://doi.org/10.1057/bm.2011.50

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  • DOI: https://doi.org/10.1057/bm.2011.50

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