ISSN E 2410-3500

Effect of Consumers Attitude Towards Brand Extension

Vol. 2, Issue 10, PP. 59-67, Oct. 2015

Keywords: Parent brand, Brand extension, Brand image, Perception, Consumers attitude.

Download PDF

Since a brand launch costs heavily, so its better to opt for brand extensions that are considered strategically more useful. The consumers have a certain perception regarding the brand name and its image; hence knowledge of consumers attitude towards the brand is important. Therefore the present study deals with two questions; whether the parent brand helps having a positive perception towards the brand extension, and what are the initial perceptions about adaption of the brand extension. Along with this, this study has also observed the effects of the consumers attitude towards brand extension of a renowned parent brand in three different industrial sectors, within Peshawar. Studies have shown that the indicators which affect the core brand will also have an effect on the extensions and similarly the indicators that are affecting the category of extensions will also have an influence upon the parent brand. However, the consumers assessments of extensions in brand may sometimes change their core thinking about the parent brand that may direct to either a strong or weak positioning of brand.


Muhammad Shahzeb Fayyaz, Ghulam Ishaq Khan Institute of Engineering Sciences and Technology (GIKI),

Sajjad Nazir, Ghulam Ishaq Khan Institute of Engineering Sciences and Technology (GIKI),

Syed Muhammad Abdullah, Ghulam Ishaq Khan Institute of Engineering Sciences and Technology (GIKI),


Muhammad Shahzeb Fayyaz Sajjad Nazir Syed Muhammad Abdullah "Effect of Consumers Attitude Towards Brand Extension" International Journal of Business Economics and Management Works Vol. 2 Issue 10 PP. 59-67 Oct. 2015.

  1. Franzen, G., & Bouwman, M. (2001). The Mental World of Brands: Mind. Memory and Brand Success. NTC Publications.
  2. Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications, 15(2-3), 139-155.
  3. Keller, K.L. (1993), Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, Vol. 57 No. 1, pp. 1-22.
  4. Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102-20.
  5. Aaker, D. (1990), Brand extensions: the good, the bad and the ugly, Sloan Management Review, Vol. 31 No. 4, pp. 47-56.
  6. Tauber, A. M. (1988). Brand levarge: strategies for growth for a cost controlled world. Journal of advertising research, August- September, 26-31.
  7. Chen, K. F., & Lue, C. M. (2004). Positive Brand extension trial and choice of parent brand. Journal of Product and Brand Management, 13(1), 25-36.
  8. Aaker, D. A. (1991). Managing Brand Equity: Capitalising on the Value of a Brand Name, The Free Press, New York, NY.
  9. Aaker, and Keller. 1990. Consumer evaluations of brand extensions. Journal of Marketing 54 (1), 27.
  10. Czellar, S., 2003. Consumer attitude toward brand extensions: An integrative model and research propositions. International Journal of Research in Marketing 20 (1), 97-115.
  11. Klink, R. R., and Smith, D. C., 2001. Threats to the external validity of brand extension research. JMR, Journal of Marketing Research 38 (3), 326.
  12. Volckner, F., and Sattler, H., 2006. Drivers of brand extension success. Journal of Marketing 70 (2), 18-34.
  13. Byung Chul, S., Jongwon, P., and Robert, S. W., 2007. Brand synergy effects in multiple brand extensions. JMR, Journal of Marketing Research 44 (4), 663.
  14. Martinez, E., Polo, Y., and de Chernatony, L., 2008. Effect of brand extension strategies on brand image: A comparative study of the uk and spanish markets. International Marketing Review 25 (1), 107-137.
  15. Maureen, M., 1999. The impact of brand extensions on parent brand memory structures and retrieval processes. JMR, Journal of Marketing Research 36 (4), 517.
  16. Nan, X., 2006. Affective cues and brand-extension evaluation: Exploring the influence of attitude toward the parent brand and attitude toward the extension ad. Psychology & Marketing 23 (7), 597-616.
  17. Yeung, C. W. M., and Wyer Jr, R. S., 2005. Does loving a brand mean loving its products? The role of brand-elicited affect in brand extension evaluations. Journal of Marketing Research (JMR) 42 (4), 495-506.
  18. Sheinin, D. A., 2000. The effects of experience with brand extensions on parent brand knowledge. Journal of Business Research 49 (1), 47-55.
  19. Ambler, T., and Styles, C., 1997. Brand development versus new product development: Toward a process model of extension decisions. The Journal of Product and Brand Management 6 (4), 222.
  20. Rangaswamy, A., Burke, R.R. and Oliva. T.A. (1993), Brand Equity and the Extendibility of Brand Names, International Journal of Research in Marketing, 10:1, 61-75.
  21. Ernst & Young and Nielsen (1999) New Product Introduction:Successful Innovation/ Failure:A Fragile Boundary.
  22. Keller, K. L., & Aaker, D. A. (1998). The impact of corporate marketing on a company brand extensions. Corporate Reputation Review, 1(4), 356-378.
  23. ACNielson (2005) New Launches. (May). South Africa.
  24. Park, C. W., Milberg, S., & Lawson, R. (1991). Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of consumer research, Vol. 18 No. 2, pp. 185-193.
  25. Barwise, Patrick and Thomas Robertson (1992), "Brand Portfolios,"European Management Journal, 10, 3 (September), 277-285.
  26. Kapferer,Jean-Noel (1997), Strategic Brand Management, second edition, London: Kogan Page.
  27. Keller, K.L. (1998) Strategic Brand Management, New Jersey, Prentice Hall.
  28. Lannon, J., 1993, Asking the right questions: what do people do with advertising. In: Aaker, D. A., Biel, A. L. (Eds.), Brand Equity and Advertising, Lawrence Erlbaum Associates, Hove and London, pp. 164-176.
  29. Siguaw, J. A., Mattila, A., Austin, J. R., 1999, The brand-personality scale. Cornell Hotel and Restaurant Administration Quarterly (June), 48-55.
  30. Yaverbaum, E., 2001, The right touch. Adweek, 42 (4), 20.
  31. Kapferer, J.N. (2001). Reinventing the Brand. London: Kogan Page Limited.
  32. Randall, G. (2000). Branding- a Practical guide to Planning Your Strategy. (2nd ed.).London: Kogan Page Limited.
  33. Morrin, M., 1999, The impact of brand extensions on parent brand memory structures and retrieval processes. Journal of Marketing Research 36 (November), 517-525.
  34. Smith, D. C., Park, C. W., 1992, The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research 29, 296-313.
  35. Plummer, J. T., 1985, How personality makes a difference. Journal of Advertising Research (24 December/January), 27-31.
  36. Park, C. W., Milberg, S., Lawson, R., 1991, Evaluation of brand extensions: the role of product feature similarity and brand concept consistency. Journal of Consumer Research, 18 (September), 185-193.
  37. Serra, E. M., Vieira, J. M. C. and Gonzalez, J. A. V., 1999, Brand extensions effects on attitudes and brand beliefs. Proceedings of the 28th European Marketing Academy Conference, 1-20.
  38. Bhat, S., Reddy, S. K., 2001, The impact of parent brand attribute associations and affect on brand extension evaluation. Journal of Business Research 53, 111-122.
  39. Sunde, L. and Brodie,R.J. (1993), Consumer evaluations of brand extensions: further empirical results, International Journal of Research in Marketing, Vol.10, pp. 47-53.
  40. Bottomley, P., & Doyle, J. (1996). The formation of attitudes towards brand extensions: Testing and generalizing Aaker and Kellers model. International Journal of Research in Marketing, 13, 365-37.
  41. John, D. R., Loken, B., Joiner, C., 1998, The negative impact of extensions: can flagship products be diluted? Journal of Marketing 62 (June), 19-32.7.
  42. Loken, B., John, D. R., 1993, Diluting brand beliefs: when do brand extensions have a negative impact. Journal of Marketing 57 (July), 71-84.
  43. Milberg, S. J., Park, C. W., McCarthy, M. S., 1997, Managing negative feedback effects associated with brand extensions: the impact of alternative branding strategies. Journal of Consumer Psychology 6 (2) 119-140.
  44. Osman, A., & Subhani, M. I. (2010). A Study on the association between brand awareness and Consumer/Brand Loyalty for the packaged milk industry in Pakistan. South Asian Journal of Management Sciences (SAJMS), 5(1).
  45. 16.Nummally, J. C. (1978). Psychometric theory. New York, NY: McGraw-Hill.