Skip to main content

Factors Influencing Successful Brand Extensions

Buy Article:

$53.17 plus tax (Refund Policy)

Abstract:

Organisations frequently follow brand extension strategies. This paper investigates the impact of category similarity, brand reputation, perceived risk and consumer innovativeness on the success of brand extensions in FMCG, durable goods and services sectors. A set of hypotheses were developed and tested in a study amongst 701 consumers. The findings show that extensions into categories more similar to the original brand tend to be more readily accepted. Likewise, the reputation of the original brand is an important factor influencing the success of the extension. These findings are consistent across FMCG, durable goods and services brands. However, perceived risk about the extension category was only found to enhance acceptability ofextensions for durable goods and services brands. Innovative consumers are more positively disposed towards service brand extensions than FMCG and durable goods brand extensions.

Keywords: BRAND EXTENSIONS; INNOVATIVENESS; PERCEIVED RISK; REPUTATION; SIMILARITY

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/026725703322498109

Publication date: August 1, 2003

More about this publication?
routledg/jmm/2003/00000019/F0020007/art00005
dcterms_title,dcterms_description,pub_keyword
6
5
20
40
5

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more