Influence of brand extension strategy on global brand image: an analysis applied to UK and Spanish markets

Brand extension strategy is often employed by multinational companies in order to launch new products to the market. Nevertheless, this strategy is able to negatively affect the brand image. For this reason, the article aims to propose and contrast a model analysing the effect of brand extension strategy on brand image and including the main variables in literature. This model is applied to the data obtained from the -English and Spanish-markets, by using global real brands and hypothetical extensions. The obtained results can help marketing managers to take decisions on the extension of their brands. Moreover, it is demonstrated that consumer's behaviour is the same according to global brand extensions in both of the considered markets. This makes easier the use of brand extension strategy in an international context.