The impact of brand extensions on brand personality: experimental evidence

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.