Marketing Letters

, Volume 19, Issue 2, pp 109–124 | Cite as

Image feedback effects of brand extensions: Evidence from a longitudinal field study

  • Franziska Völckner
  • Henrik Sattler
  • Gwen Kaufmann
Article

Abstract

This paper examines the issue of image feedback effects and potential drivers of these effects by analyzing real-world extensions that have been introduced successfully in the market, using a longitudinal field study. Within the context of typical FMCG extensions, the authors find strong evidence that even for successful extensions, negative image feedback effects can occur, particularly when the perceived quality of the extension fails to meet the quality level of the parent brand. Strong brands tend to be more vulnerable to negative image feedback effects because consumers have a higher reference level for their extensions than for those of weaker brands. The likelihood of negative feedback effects decreases as the level of perceived fit and consumers’ perceptions of the general extendibility of the parent brand increases. But managers cannot, at least in the short run, mitigate negative image feedback effects through increased advertising support. Finally, the findings demonstrate that the feedback effects of a new extension product on parent brand image diminish over time.

Keywords

Brand extensions Image feedback effects Brand name dilution 

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Copyright information

© Springer Science+Business Media, LLC 2007

Authors and Affiliations

  • Franziska Völckner
    • 1
  • Henrik Sattler
    • 2
  • Gwen Kaufmann
    • 3
  1. 1.Department of Marketing and Brand ManagementUniversity of CologneCologneGermany
  2. 2.Institute of Marketing and MediaUniversity of HamburgHamburgGermany
  3. 3.Harris Interactive AGHamburgGermany

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