The impact of brand extensions on brand personality: experimental evidence
Abstract
Purpose To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group. Findings No adverse impact on brand personality of core brand as a result of introducing extensions (irrespective of fit). Research limitations/implications...
Paper Details
Title
The impact of brand extensions on brand personality: experimental evidence
Published Date
Jan 1, 2005
Volume
39
Issue
1/2
Pages
129 - 149
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