The impact of brand extensions on brand personality: experimental evidence

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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 – Cross-sectional study not capturing potential long-term effects of extensions with poor fit. Longitudinal research is needed, as are replications with different brands, types of extensions and consumer segments. Practical implications – Preliminary support for introducing extension for a quality brand without fear of adversely affecting its brand personality. Originality/value – First study explicitly investigating impact of brand extensions on brand personality.