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Brand extension feedback: The role of advertising

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  • Martínez, Eva
  • Montaner, Teresa
  • Pina, José M.

Abstract

Firms often use brand extensions as a way of introducing their new products, although they also risk diluting their brand image. In order to understand how consumers assess extensions and extended brands, the present work proposes and estimates a theoretical model, using the structural equation methodology. The results of the estimation indicate that the attitude towards the extension influences brand image and that this attitude is a consequence of the initial brand beliefs and the coherence of the new product. A multisample analysis also reveals that favoring the introduction of extensions through adequate advertising constitutes an efficient way of protecting brand image.

Suggested Citation

  • Martínez, Eva & Montaner, Teresa & Pina, José M., 2009. "Brand extension feedback: The role of advertising," Journal of Business Research, Elsevier, vol. 62(3), pages 305-313, March.
    • Handle: RePEc:eee:jbrese:v:62:y:2009:i:3:p:305-313
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    Cited by:

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    3. Michel, Géraldine & Donthu, Naveen, 2014. "Why negative brand extension evaluations do not always negatively affect the brand: The role of central and peripheral brand associations," Journal of Business Research, Elsevier, vol. 67(12), pages 2611-2619.
    4. Pina, José M. & Dall'Olmo Riley, Francesca & Lomax, Wendy, 2013. "Generalizing spillover effects of goods and service brand extensions: A meta-analysis approach," Journal of Business Research, Elsevier, vol. 66(9), pages 1411-1419.
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    7. Husain, Rehan & Paul, Justin & Koles, Bernadett, 2022. "The role of brand experience, brand resonance and brand trust in luxury consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Miquel-Romero, Maria José & Caplliure-Giner, Eva María & Adame-Sánchez, Consolación, 2014. "Relationship marketing management: Its importance in private label extension," Journal of Business Research, Elsevier, vol. 67(5), pages 667-672.
    9. Quamina, La Toya & Xue, Melanie Tao & Chawdhary, Rahul, 2023. "‘Co-branding as a masstige strategy for luxury brands: Desirable or not?," Journal of Business Research, Elsevier, vol. 158(C).
    10. Buil, Isabel & de Chernatony, Leslie & Martínez, Eva, 2013. "Examining the role of advertising and sales promotions in brand equity creation," Journal of Business Research, Elsevier, vol. 66(1), pages 115-122.
    11. Richa Joshi & Rajan Yadav, 2017. "Evaluating the Feedback Effects of Brand Extension on Parent Brand Equity: A Study on Indian FMCG Industry," Vision, , vol. 21(3), pages 305-313, September.
    12. Falana, Wuraola Oluwabukola & Aspara, Jaakko & Frösén, Johanna, 2024. "The impact of Janus fit brand extensions on perceived brand innovativeness," Journal of Business Research, Elsevier, vol. 179(C).
    13. Ingrid Moons & Patrick De Pelsmacker, 2015. "Self-Brand Personality Differences and Attitudes towards Electric Cars," Sustainability, MDPI, vol. 7(9), pages 1-18, September.
    14. Jiayu Qian & Jee-Sun Park, 2021. "Influencer-brand fit and brand dilution in China’s luxury market: the moderating role of self-concept clarity," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 199-220, March.
    15. Prados Peña, M.ª Belén, 2022. "Efecto moderador del ajuste de la extensión y la implicación en la relación entre la actitud hacia una marca padre patrimonial y la lealtad de la extensión. Aplicación al conjunto monumental de la Alh," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    16. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    17. Yueh-Shian Lee, 2023. "The Relationships among Digital Marketing, Brand Emotional Attachment and Brand Attitude," Journal of Applied Finance & Banking, SCIENPRESS Ltd, vol. 13(2), pages 1-3.
    18. Chung-Yu Wang & Li-Wei Wu & Chen-Yu Lin & Ruei-Jie Chen, 2017. "Purchase Intention toward the Extension and Parent Brand: The Role of Brand Commitment," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(1), pages 83-103, February.
    19. Dens, Nathalie & De Pelsmacker, Patrick, 2010. "Attitudes toward the extension and parent brand in response to extension advertising," Journal of Business Research, Elsevier, vol. 63(11), pages 1237-1244, November.
    20. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    21. Zhou, Zhimin & Ding, Yi & Feng, Wenting & Ke, Nianman, 2021. "Extending B2B brands into the B2C market: Whether, when, and how brands should emphasize B2B industry background," Journal of Business Research, Elsevier, vol. 130(C), pages 364-375.
    22. Richa Joshi & Rajan Yadav, 2018. "An Integrated SEM Neural Network Approach to Study Effectiveness of Brand Extension in Indian FMCG Industry," Business Perspectives and Research, , vol. 6(2), pages 113-128, July.

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