Naslov
Influence of Brand Extension on Parent Brand Personality

Autori
Krupka, Zoran ; Butara, Ana

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Socially responsible business and global/local competitiveness / Vlašić, Goran ; Krupka, Zoran ; Pavičić, Jurica - Zagreb : Institut za inovacije, 2013, 154-154

Skup
2013 Global Business Conference

Mjesto i datum
Opatija, Hrvatska, 02.10.2013. - 05.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Brand extension; brand personality; parent brand; consumer behavior

Sažetak
Brand extension strategy, as a common strategy when launching a new product on the market, is primarily based on the assumption that consumers are likely to accept the new product launched under existing brand name, compared to new product under new brand name. There are two options of using brand extension strategy – extending the brand in the same product category with different price and quality levels which is called vertical brand extension and extending into new product categories, which represents brand horizontal extension. Horizontal extension also includes extension of product lines. This means that the brand is extended in a way to serve new market segments with respect to variations in product characteristics. The market success of brand extensions are influenced by many factors, and the purpose of this paper is to investigate whether brand extension strategy has any influences of change in parent brand personality dimensions. Brand personality is a relatively new concept which assumes that the brands, as well as individuals, have their own unique and enduring personalities. With a secondary analysis of available scientific and professional literature, primary research on a sample of 123 respondents is also conducted. In this paper, the basic instrument used for measuring brand personality scale was the one constructed by Aaker (1997). In order to test the hypothesis, subjects were divided into three groups. Each group received a single version of an online questionnaire. Hypothesis testing was done in a way that the brand personality results obtained after the presentation of line extension and brand extension were compared with the results of the personality of the core brand measured without any type of extension presentation. The results of primary research are consistent with similar research conducted by Diamantopoulos, Smith and Grimea (2005). Expanding the brand within the same category of products or expanding product lines has no significant effect on the change of brand personality dimensions. The same is found to be related in case of extending the brand into new product category. Survey results also indicate that from the perspective of consumers, extending brands is more determined by parent brand image similarity then product category similarity. It turns out that brand personality is relatively constant and that hard to influence on its change.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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