The reciprocal effects of extension quality and fit on parent brand attitude Academic Article

abstract

• The evidence for the reciprocal effects of a brand extension on its parent brand is unclear. An experiment was conducted to investigate the impact of an extension's quality, its fit with the parent brand, and parent brand dominance, on parent brand evaluation. The paper finds that extension quality and fit did not dilute parent brand attitude; in other words, an extension either left parent brand attitude unchanged or enhanced it moderately. The only effect of brand dominance was that it enhanced parent brand attitude when the extension was a good fit. Further, the introduction of an extension, regardless of its fit or quality, enhanced parent brand attitude for a durable product relative to a control group. It seems that parent brand attitudes are held strongly enough to resist the new information that is associated with a newly introduced brand extension.

authors

• Zimmer, Mary

published proceedings

• Journal of Product & Brand Management

author list (cited authors)

• Zimmer, M. R., & Bhat, S.

citation count

• 43

complete list of authors

• Zimmer, Mary R||Bhat, Subodh

publication date

• January 2004

publisher

• Emerald  Publisher

published in

• Journal of Product and Brand Management  Journal

Digital Object Identifier (DOI)

• 10.1108/10610420410523830

start page

• 37

end page

• 46

volume

• 13

issue

• 1

URL

• http://dx.doi.org/10.1108/10610420410523830