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Does Brand Extension Impact Parent Brand: A Case Of Johnson, Uk


  • Muhammad Shakil AHMAD
  • Ehtesham ul MUJEEB
  • Amir RAJPUT

    (COMSATS Institute of Information Technology, Pakistan)


Purpose of study: The main purpose of this study is to check the impact of brand extensions on brand image. For this purpose Johnson is selected as parent brand for current research. The targeted brand extensions are Johnson shampoo, Johnson’s isotonic drinks, Johnson’s sports wear and Johnson’s suntan lotion. Research Methodology: sample was selected from Bradford, UK. Sample consists of graduate students including males as well as female. Total sample size is 60 and data was collected through self administered questionnaires. For each brand 15 respondents were selected. Convenient sampling was selected as sampling technique. Results: Results show that Johnson’s have high brand awareness and perceived quality. While there is negative correlation results for brand fit on brand image for those product extensions which are not in same brand category i.e. Johnson’s sportswear and Johnson’s isotonic drinks. Conclusion: It is concluded from study results that launching new product in same parent brand category have high chance of success while in different category is risk.

Suggested Citation

  • Muhammad Shakil AHMAD & Ehtesham ul MUJEEB & Amir RAJPUT, 2011. "Does Brand Extension Impact Parent Brand: A Case Of Johnson, Uk," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 53-66, May.
  • Handle: RePEc:aio:manmar:v:ix:y:2011:i:1:p:53-66

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    References listed on IDEAS

    1. Park, C Whan & Milberg, Sandra & Lawson, Robert, 1991. " Evaluation of Brand Extensions: The Role of Product Feature Similarity and Brand Concept Consistency," Journal of Consumer Research, Oxford University Press, vol. 18(2), pages 185-193, September.
    2. Tauber, Edward M., 1981. "Brand franchise extension: New product benefits from existing Brand Names," Business Horizons, Elsevier, vol. 24(2), pages 36-41.
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    More about this item


    Brand Extension; Brand Fit; Johnson; Product extensions; marketing.;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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